How changing the email sender affects a time-sensitive membership renewal campaign
Experiment ID: #56651
The Heritage Foundation
Experiment Summary
Ended On: 04/05/2021
For an annual membership campaign, we wanted to look at ways to optimize the email envelope for The Heritage Foundation appeals. We tested the open rate for emails from two different senders. The control email included Maggy Smith – a representative from Membership Programs – as the sender, and the treatment email included Kay C. James – President of The Heritage Foundation – as the sender. The subject line and body copy was the same for each email.
Research Question
We believe that changing the email sender for the housefile email list will achieve an increase in open rate.
Design
C: Control
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) ) )
Results
| Treatment Name | Open Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 20.2% | ||
| T1: | Treatment #1 | 20.5% | 1.6% | 79.9% |
This experiment has a required sample size of 124,536 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
Although there was a 1.6% increase in traffic, the experiment failed to validate at a 79.9% level of confidence. Users may be more inclined to open an email from the president of the company than a representative of Membership Programs; however, the data does not show a significant impact. This idea would need to be re-tested in the future.