How a simple text email affects click rates on a content offer email
Bill of Rights Institute
Experiment Summary
Ended On: 02/10/2021
BRI typically sends emails that have some design elements. So we wanted to test a completely simple text template to make sure that the the design elements weren’t affecting open rates or click through rates. With a recent housefile email offer, we tested the control template against a simple text email.
Research Question
Design elements will reduce open rates and click rates.
Design
C: Control
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 12.8% | ||
| T1: | Treatment #1 | 11.6% | -9.2% | 84.7% |
This experiment has a required sample size of 5,911 in order to be valid. Since the experiment had a total sample size of 6,282, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
What we found was that the design elements were not harming the conversion rates at any level of statistical validity. The click rates were lower for the simple text by 10%, and the level of validity shows a directional lift. However, the open rate was higher by 1.2% for the simple text, but a level of confidence of 59%, which means that life is entirely inconclusive. Lastly, the donation conversion rate on the simple text was 194.5% higher than the designed email, with a 95% level of confidence. And yet, we only had 34% of the donations needed to really find this test truly conclusive. All in all, this test is a mixed bag and shows that we need to continue to test as the file grows, to see if there are any conclusive effects from this style of email.