NextAfter

How email send time affects clickthrough rate

Experiment ID: #11726

NextAfter

Experiment Summary

Timeframe: 05/26/2016 - 05/27/2016

During a promotion for a live broadcast, we wanted to test what affect send time would have on email engagement. We had measured the affect of send time on open rate before, and it had caused us to think that sending in the evening would create more engagement. But we wanted to see if the send time had a direct affect on click through rate as well.

Research Question

Will sending an email in the morning rather than the evening affect click through rate?

Design

C: PM Send
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T1: AM Send
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[medium_large-width] => 640 [medium_large-height] => 617 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3.jpg [large-width] => 640 [large-height] => 617 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3.jpg [1536x1536-width] => 753 [1536x1536-height] => 726 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3.jpg [2048x2048-width] => 753 [2048x2048-height] => 726 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-600x400.jpg [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-600x600.jpg [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3.jpg [tp-image-grid-width] => 700 [tp-image-grid-height] => 675 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-50x48.jpg [admin-width] => 50 [admin-height] => 48 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3.jpg [full-width] => 753 [full-height] => 726 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-372x359.jpg [thumb_372-width] => 372 [thumb_372-height] => 359 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-648x625.jpg [single_post_thumbnail-width] => 648 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-32x32.jpg [thumb_32_32-width] => 32 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-48x46.jpg [thumb_48_48-width] => 48 [thumb_48_48-height] => 46 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-64x62.jpg [thumb_64_64-width] => 64 [thumb_64_64-height] => 62 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-128x123.jpg [thumb_128_128-width] => 128 [thumb_128_128-height] => 123 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-69x67.jpg [thumb_122_67-width] => 69 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-153x148.jpg [thumb_153_153-width] => 153 [thumb_153_153-height] => 148 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-130x125.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 125 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-184x177.jpg [thumb_232_177-width] => 184 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-544x524.jpg [thumb_272_325-width] => 544 [thumb_272_325-height] => 524 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-271x261.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 261 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-271x261.jpg [thumb_271_271-width] => 271 [thumb_271_271-height] => 261 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-178x172.jpg [thumb_272_172-width] => 178 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-372x359.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 359 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-372x359.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 359 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-280x270.jpg [thumb_385_270-width] => 280 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-250x241.jpg [thumb_416_241-width] => 250 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-425x410.jpg [thumb_448_410-width] => 425 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3.jpg [thumb_448_410_retina-width] => 753 [thumb_448_410_retina-height] => 726 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-396x382.jpg [thumb_574_382-width] => 396 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-410x395.jpg [thumb_776_395-width] => 410 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameClick RateRelative DifferenceConfidence
C: PM Send 3.3%
T1: AM Send 4.6%38.8% 97.6%

This experiment has a required sample size of 1,785 in order to be valid. Since the experiment had a total sample size of 4,713, and the level of confidence is above 95% the experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    38.8% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

With a valid result of a 38.8% relative increase in click through rate, we discovered that the people on our house file are more ready to engage with a live broadcast offer in the mornings rather than the evenings.


Experiment Documented by Kevin Peters

Question about experiment #11726

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.