Will a HTML designed email achieve a higher click rate than a plain-text email
Experiment ID: #137816
NextAfter
Experiment Summary
Timeframe: 03/09/2023 - 03/15/2023
In effort to test new and valuable content to our active subscribers, we decided to send an email digest of recent experiments we’ve tested to our house file. Since we have over 4,800+ experiments in our library, sometimes it’s easy to lose track of the current experiments.
Since this was a new concept, we decided to test two variants of emails.
Each email contained the same content but one was a html design and the other was a plain-text design. To add context, we normally send plain-text emails to our house file.
Research Question
We believe that plain-text emails will achieve a higher click rate than a html design (newsletter style) email.
Design
C: Version A
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Version A | 0.83% | ||
| T1: | Version B | 1.1% | 37.4% | 99.9% |
This experiment has a required sample size of 7,739 in order to be valid. Since the experiment had a total sample size of 41,272, 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:
37.4% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
Key learnings from this experiment include:
1. Plain-text emails performed better in terms of clicks compared to html design newsletters.
2. Plain-text emails also had a higher open rate and click-to-open rate.
3. The experiment results had a high level of statistical confidence.
Moving forward, we should consider sending more plain-text emails to our house file as it seems to be a more effective approach for engaging our subscribers. We should also continue to test different email formats to see if there are any other changes we can make that will improve our email engagement metrics. Ultimately, we need to prioritize the preferences of our audience and find the best ways to communicate with them effectively.