How a problem-specific subject line impacted email engagement in a high urgency campaign
Experiment ID: #56650
The Heritage Foundation
Experiment Summary
Ended On: 04/05/2021
During a high urgency campaign, most of the subject lines were in reference to membership and were relevant to the campaign. We wanted to find out if a problem-oriented subject line that held some mystery about the contents of the message would increase open and click rates for the email. We split the file 50/50 and send the control subject line “About your membership” vs. “The Left is relentless. So are you.” both from the same sender.
Research Question
We believe that adding mystery to the subject line for the housefile in a high urgency campaign will achieve an increase in the open rate.
Design
C: Control - About your membership
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T1: Treatment - The Left is relentless. So are you.
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Results
| Treatment Name | Open Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control - About your membership | 21.6% | ||
| T1: | Treatment - The Left is relentless. So are you. | 21.7% | 0.2% | 16.4% |
This experiment has a required sample size of 4,927,056 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
We did not validate the experiment since we only reached a 16% level of confidence that there was a .24% increase in the open rate on the treatment. Since there was no significant change observed, we will have to test this concept again on future emails or try other methods to improve the email engagement rate during a high urgency campaign with frequent emails. We want to find out if the housefile is more responsive to membership-specific messages concerning their status or if they are more intrigued by the problem we are facing and need their help to solve.