How a subject line impacted email opens for members in a high urgency campaign
Experiment ID: #56248
The Heritage Foundation
Experiment Summary
Ended On: 03/31/2021
For an annual membership campaign, we wanted to look at ways to optimize the email envelope for The Heritage Foundation appeals. We had a set of historically used subject lines and wanted to test using a different subject line to drive email engagement. We set up the control as “Here’s the next big challenge” and developed a treatment subject line using only the word “Reconnecting”. The sender and body copy remained the same for each version.
Research Question
We believe that using a subject line utilizing mystery and personal connection for returning members will achieve an increased open rate.
Design
C: Control
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) ) )
Results
| Treatment Name | Open Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 25.4% | ||
| T1: | Treatment #1 | 33.1% | 30.1% | 100.0% |
This experiment has a required sample size of 271 in order to be valid. Since the experiment had a total sample size of 118,435, 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:
30.1% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
What we saw was the treatment produced a 30.1% increase in open rate for the member segment with 100% level of confidence. Our hypothesis was the treatment would lift open rate since the language utilizes the element of mystery for the receiver to make them ask – What does the sender want to reconnect with me about?
Beyond the email open rate, we made further observations that are noteworthy. Clickthrough rate on the treatment saw a 25.1% lift with100.0% level of confidence. Additionally, the treatment produced a 93.6% increase in donor conversion with 100.0% level of confidence.
One thing that is important to keep in mind, however, is this email was randomly split so there may be some imbalance in returning member behavior that could have led to these results on donor conversion. Before leaning too heavily or making conclusions on the lift in donor conversion, we would want to do additional analysis on the two segments to verify it was a true and fair split based on time on file and previous giving history.