How sending a daily newsletter earlier in the day impacted clicks
Experiment ID: #122976
Illinois Policy Institute
Experiment Summary
Timeframe: 01/11/2023 - 01/17/2023
We wanted to test sending a daily newsletter earlier in the day and measure how the audience responded. Typically, this newsletter goes out around 10am but we wondered if giving the content extra hours to live in the inbox would increase clickthrough rates.
Research Question
We believe that sending newsletters earlier in the day for daily briefing emails will achieve an increase in clickthrough rate.
Design
C: Time sent: 10AM
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T1: Time Sent: 7:45 AM
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Time sent: 10AM | 1.3% | ||
| T1: | Time Sent: 7:45 AM | 1.4% | 6.9% | 97.2% |
This experiment has a required sample size of 121,708 in order to be valid. Since the experiment had a total sample size of 304,235, 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:
6.9% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
What we found was the 7:45am send improved clickthrough rate by 6.9% for the newsletter audience. This learning matched a test we ran during the previous month, so going forward we recommend adjusting the send time to earlier in the day to take advantage of audience engagement.
We do want to note that sending at 10am increased open rates with 100% level of confidence. However, we consider clicks to be a more meaningful measurement of engagement due to Apple Mail policies that interfere with our ability to record true open rates.