How a radical redesign with simplified copy impacted a housefile digital appeal
Experiment ID: #69183
Texas Public Policy Foundation
Experiment Summary
Ended On: 08/11/2021
As a part of the special legislative session, Texas Public Policy Foundation made an appeal around their proposed plan to lower property taxes.
The digital appeals to the housefile had been losing steam to convert donors in recent months, so they decided to test the language of the appeal and see what they could learn about the audience response.
The original email reflected a lot of policy-specific language and when graded in a readability tool, it was projected to be at a 12th grade reading level. So they developed a treatment that dramatically simplified the language and presented at a 5th grade reading level.
Research Question
We believe that simplifying the language for a housefile appeal email will achieve an increase in engagement.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 40620
[id] => 40620
[title] => Control.png
[filename] => Control-3117.png
[filesize] => 147469
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117.png
[link] => https://www.nextafter.com/experiments/how-a-radical-redesign-with-simplified-copy-impacted-a-housefile-digital-appeal/attachment/control-png-3570/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-3570
[status] => inherit
[uploaded_to] => 20353
[date] => 2022-10-22 14:24:13
[modified] => 2022-10-22 14:24:13
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 616
[height] => 1050
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-176x300.png
[medium-width] => 176
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117.png
[medium_large-width] => 616
[medium_large-height] => 1050
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-601x1024.png
[large-width] => 601
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117.png
[1536x1536-width] => 616
[1536x1536-height] => 1050
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117.png
[2048x2048-width] => 616
[2048x2048-height] => 1050
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-600x400.png
[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/Control-3117-600x600.png
[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/Control-3117.png
[tp-image-grid-width] => 411
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-29x50.png
[admin-width] => 29
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117.png
[full-width] => 616
[full-height] => 1050
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-372x634.png
[thumb_372-width] => 372
[thumb_372-height] => 634
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-367x625.png
[single_post_thumbnail-width] => 367
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-19x32.png
[thumb_32_32-width] => 19
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-28x48.png
[thumb_48_48-width] => 28
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-38x64.png
[thumb_64_64-width] => 38
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-75x128.png
[thumb_128_128-width] => 75
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-39x67.png
[thumb_122_67-width] => 39
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-90x153.png
[thumb_153_153-width] => 90
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-96x163.png
[thumb_130_163-width] => 96
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-104x177.png
[thumb_232_177-width] => 104
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-381x650.png
[thumb_272_325-width] => 381
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-203x346.png
[thumb_271_346-width] => 203
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-159x271.png
[thumb_271_271-width] => 159
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-101x172.png
[thumb_272_172-width] => 101
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-270x461.png
[thumb_372_461-width] => 270
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-293x500.png
[thumb_372_500-width] => 293
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-158x270.png
[thumb_385_270-width] => 158
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-141x241.png
[thumb_416_241-width] => 141
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-241x410.png
[thumb_448_410-width] => 241
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-481x820.png
[thumb_448_410_retina-width] => 481
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-224x382.png
[thumb_574_382-width] => 224
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-232x395.png
[thumb_776_395-width] => 232
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 40622
[id] => 40622
[title] => Treatment_#1.png
[filename] => Treatment_1-904.png
[filesize] => 56802
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904.png
[link] => https://www.nextafter.com/experiments/how-a-radical-redesign-with-simplified-copy-impacted-a-housefile-digital-appeal/attachment/treatment_1-png-1046/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-png-1046
[status] => inherit
[uploaded_to] => 20353
[date] => 2022-10-22 14:24:41
[modified] => 2022-10-22 14:24:41
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 304
[height] => 540
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-169x300.png
[medium-width] => 169
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904.png
[medium_large-width] => 304
[medium_large-height] => 540
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904.png
[large-width] => 304
[large-height] => 540
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904.png
[1536x1536-width] => 304
[1536x1536-height] => 540
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904.png
[2048x2048-width] => 304
[2048x2048-height] => 540
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-304x400.png
[ab-block-post-grid-landscape-width] => 304
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904.png
[ab-block-post-grid-square-width] => 304
[ab-block-post-grid-square-height] => 540
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904.png
[tp-image-grid-width] => 304
[tp-image-grid-height] => 540
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-28x50.png
[admin-width] => 28
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904.png
[full-width] => 304
[full-height] => 540
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904.png
[thumb_372-width] => 304
[thumb_372-height] => 540
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904.png
[single_post_thumbnail-width] => 304
[single_post_thumbnail-height] => 540
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-18x32.png
[thumb_32_32-width] => 18
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-27x48.png
[thumb_48_48-width] => 27
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-36x64.png
[thumb_64_64-width] => 36
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-72x128.png
[thumb_128_128-width] => 72
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-38x67.png
[thumb_122_67-width] => 38
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-86x153.png
[thumb_153_153-width] => 86
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-92x163.png
[thumb_130_163-width] => 92
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-100x177.png
[thumb_232_177-width] => 100
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904.png
[thumb_272_325-width] => 304
[thumb_272_325-height] => 540
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-195x346.png
[thumb_271_346-width] => 195
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-153x271.png
[thumb_271_271-width] => 153
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-97x172.png
[thumb_272_172-width] => 97
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-260x461.png
[thumb_372_461-width] => 260
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-281x500.png
[thumb_372_500-width] => 281
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-152x270.png
[thumb_385_270-width] => 152
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-136x241.png
[thumb_416_241-width] => 136
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-231x410.png
[thumb_448_410-width] => 231
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904.png
[thumb_448_410_retina-width] => 304
[thumb_448_410_retina-height] => 540
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-215x382.png
[thumb_574_382-width] => 215
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-222x395.png
[thumb_776_395-width] => 222
[thumb_776_395-height] => 395
) ) )
T1: Treatment #1
Array
(
[0] => Array
(
[ID] => 40620
[id] => 40620
[title] => Control.png
[filename] => Control-3117.png
[filesize] => 147469
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117.png
[link] => https://www.nextafter.com/experiments/how-a-radical-redesign-with-simplified-copy-impacted-a-housefile-digital-appeal/attachment/control-png-3570/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-3570
[status] => inherit
[uploaded_to] => 20353
[date] => 2022-10-22 14:24:13
[modified] => 2022-10-22 14:24:13
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 616
[height] => 1050
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-176x300.png
[medium-width] => 176
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117.png
[medium_large-width] => 616
[medium_large-height] => 1050
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-601x1024.png
[large-width] => 601
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117.png
[1536x1536-width] => 616
[1536x1536-height] => 1050
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117.png
[2048x2048-width] => 616
[2048x2048-height] => 1050
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-600x400.png
[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/Control-3117-600x600.png
[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/Control-3117.png
[tp-image-grid-width] => 411
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-29x50.png
[admin-width] => 29
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117.png
[full-width] => 616
[full-height] => 1050
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-372x634.png
[thumb_372-width] => 372
[thumb_372-height] => 634
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-367x625.png
[single_post_thumbnail-width] => 367
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-19x32.png
[thumb_32_32-width] => 19
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-28x48.png
[thumb_48_48-width] => 28
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-38x64.png
[thumb_64_64-width] => 38
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-75x128.png
[thumb_128_128-width] => 75
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-39x67.png
[thumb_122_67-width] => 39
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-90x153.png
[thumb_153_153-width] => 90
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-96x163.png
[thumb_130_163-width] => 96
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-104x177.png
[thumb_232_177-width] => 104
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-381x650.png
[thumb_272_325-width] => 381
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-203x346.png
[thumb_271_346-width] => 203
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-159x271.png
[thumb_271_271-width] => 159
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-101x172.png
[thumb_272_172-width] => 101
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-270x461.png
[thumb_372_461-width] => 270
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-293x500.png
[thumb_372_500-width] => 293
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-158x270.png
[thumb_385_270-width] => 158
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-141x241.png
[thumb_416_241-width] => 141
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-241x410.png
[thumb_448_410-width] => 241
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-481x820.png
[thumb_448_410_retina-width] => 481
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-224x382.png
[thumb_574_382-width] => 224
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3117-232x395.png
[thumb_776_395-width] => 232
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 40622
[id] => 40622
[title] => Treatment_#1.png
[filename] => Treatment_1-904.png
[filesize] => 56802
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904.png
[link] => https://www.nextafter.com/experiments/how-a-radical-redesign-with-simplified-copy-impacted-a-housefile-digital-appeal/attachment/treatment_1-png-1046/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-png-1046
[status] => inherit
[uploaded_to] => 20353
[date] => 2022-10-22 14:24:41
[modified] => 2022-10-22 14:24:41
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 304
[height] => 540
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-169x300.png
[medium-width] => 169
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904.png
[medium_large-width] => 304
[medium_large-height] => 540
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904.png
[large-width] => 304
[large-height] => 540
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904.png
[1536x1536-width] => 304
[1536x1536-height] => 540
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904.png
[2048x2048-width] => 304
[2048x2048-height] => 540
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-304x400.png
[ab-block-post-grid-landscape-width] => 304
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904.png
[ab-block-post-grid-square-width] => 304
[ab-block-post-grid-square-height] => 540
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904.png
[tp-image-grid-width] => 304
[tp-image-grid-height] => 540
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-28x50.png
[admin-width] => 28
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904.png
[full-width] => 304
[full-height] => 540
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904.png
[thumb_372-width] => 304
[thumb_372-height] => 540
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904.png
[single_post_thumbnail-width] => 304
[single_post_thumbnail-height] => 540
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-18x32.png
[thumb_32_32-width] => 18
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-27x48.png
[thumb_48_48-width] => 27
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-36x64.png
[thumb_64_64-width] => 36
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-72x128.png
[thumb_128_128-width] => 72
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-38x67.png
[thumb_122_67-width] => 38
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-86x153.png
[thumb_153_153-width] => 86
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-92x163.png
[thumb_130_163-width] => 92
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-100x177.png
[thumb_232_177-width] => 100
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904.png
[thumb_272_325-width] => 304
[thumb_272_325-height] => 540
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-195x346.png
[thumb_271_346-width] => 195
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-153x271.png
[thumb_271_271-width] => 153
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-97x172.png
[thumb_272_172-width] => 97
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-260x461.png
[thumb_372_461-width] => 260
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-281x500.png
[thumb_372_500-width] => 281
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-152x270.png
[thumb_385_270-width] => 152
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-136x241.png
[thumb_416_241-width] => 136
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-231x410.png
[thumb_448_410-width] => 231
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904.png
[thumb_448_410_retina-width] => 304
[thumb_448_410_retina-height] => 540
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-215x382.png
[thumb_574_382-width] => 215
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-904-222x395.png
[thumb_776_395-width] => 222
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Open Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 23.4% | ||
| T1: | Treatment #1 | 36.2% | 54.5% | 100.0% |
This experiment has a required sample size of 99 in order to be valid. Since the experiment had a total sample size of 9,513, 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:
54.5% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
What we found was the simplified version of the email led to a 54.5% increase in the overall open rate on the email. Diving in deeper, we were not able to secure enough traffic to validate the clickthrough rate but the treatment had a 16% increase on clicks with a 52% level of confidence. This learning can certainly be replicated and applied for future digital appeals, but can also be tested in the acquisition space to see how prospective audiences respond to simplified language compared to the housefile. We can also identify a few donation pages where we may be able to test this simplified language concept.