How changing the sender name affected the open rate on an email appeal
Experiment ID: #56649
The Heritage Foundation
Experiment Summary
Ended On: 04/05/2021
In an effort to increase overall email engagement, we wanted to test different email senders to measure open rate. We wondered if users would be more inclined to open an email from one sender than another. The control sender was “Maggy Smith” and the treatment sender was “Andrew P. McIndoe.” Maggy works in Membership Programs and Andrew is the Vice President of Development. Each email contains the same subject line and body copy.
Research Question
We believe that changing the sender for housefile email recipients will achieve increased open rates.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 18527
[id] => 18527
[title] => Control.png
[filename] => Control-290.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290.png
[link] => https://www.nextafter.com/experiments/how-changing-the-sender-name-affected-the-open-rate-on-an-email-appeal/attachment/control-png-305/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-305
[status] => inherit
[uploaded_to] => 18522
[date] => 2021-04-05 19:46:58
[modified] => 2021-04-05 19:46:58
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1830
[height] => 1846
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-297x300.png
[medium-width] => 297
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-768x775.png
[medium_large-width] => 640
[medium_large-height] => 646
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-1015x1024.png
[large-width] => 640
[large-height] => 646
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-1523x1536.png
[1536x1536-width] => 1523
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290.png
[2048x2048-width] => 1830
[2048x2048-height] => 1846
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-600x400.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-290-600x600.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-290.png
[tp-image-grid-width] => 694
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-50x50.png
[admin-width] => 50
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290.png
[full-width] => 1830
[full-height] => 1846
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-372x375.png
[thumb_372-width] => 372
[thumb_372-height] => 375
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-620x625.png
[single_post_thumbnail-width] => 620
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-32x32.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-48x48.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-64x64.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-128x128.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-66x67.png
[thumb_122_67-width] => 66
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-153x153.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-130x131.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 131
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-175x177.png
[thumb_232_177-width] => 175
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-544x549.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 549
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-271x273.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 273
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-269x271.png
[thumb_271_271-width] => 269
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-171x172.png
[thumb_272_172-width] => 171
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-372x375.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 375
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-372x375.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 375
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-268x270.png
[thumb_385_270-width] => 268
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-239x241.png
[thumb_416_241-width] => 239
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-406x410.png
[thumb_448_410-width] => 406
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-813x820.png
[thumb_448_410_retina-width] => 813
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-379x382.png
[thumb_574_382-width] => 379
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-392x395.png
[thumb_776_395-width] => 392
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 18526
[id] => 18526
[title] => Treatment_#1.png
[filename] => Treatment_1-132.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132.png
[link] => https://www.nextafter.com/experiments/how-changing-the-sender-name-affected-the-open-rate-on-an-email-appeal/attachment/treatment_1-png-139/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-png-139
[status] => inherit
[uploaded_to] => 18522
[date] => 2021-04-05 19:46:11
[modified] => 2021-04-05 19:46:11
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1833
[height] => 1859
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-296x300.png
[medium-width] => 296
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-768x779.png
[medium_large-width] => 640
[medium_large-height] => 649
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-1010x1024.png
[large-width] => 640
[large-height] => 649
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-1515x1536.png
[1536x1536-width] => 1515
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132.png
[2048x2048-width] => 1833
[2048x2048-height] => 1859
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-600x400.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/Treatment_1-132-600x600.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/Treatment_1-132.png
[tp-image-grid-width] => 690
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-50x50.png
[admin-width] => 50
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132.png
[full-width] => 1833
[full-height] => 1859
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-372x377.png
[thumb_372-width] => 372
[thumb_372-height] => 377
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-616x625.png
[single_post_thumbnail-width] => 616
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-32x32.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-48x48.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-64x64.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-126x128.png
[thumb_128_128-width] => 126
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-66x67.png
[thumb_122_67-width] => 66
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-151x153.png
[thumb_153_153-width] => 151
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-130x132.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 132
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-175x177.png
[thumb_232_177-width] => 175
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-544x552.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 552
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-271x275.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 275
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-267x271.png
[thumb_271_271-width] => 267
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-170x172.png
[thumb_272_172-width] => 170
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-372x377.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 377
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-372x377.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 377
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-266x270.png
[thumb_385_270-width] => 266
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-238x241.png
[thumb_416_241-width] => 238
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-404x410.png
[thumb_448_410-width] => 404
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-809x820.png
[thumb_448_410_retina-width] => 809
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-377x382.png
[thumb_574_382-width] => 377
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-389x395.png
[thumb_776_395-width] => 389
[thumb_776_395-height] => 395
) ) )
T1: Treatment #1
Array
(
[0] => Array
(
[ID] => 18527
[id] => 18527
[title] => Control.png
[filename] => Control-290.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290.png
[link] => https://www.nextafter.com/experiments/how-changing-the-sender-name-affected-the-open-rate-on-an-email-appeal/attachment/control-png-305/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-305
[status] => inherit
[uploaded_to] => 18522
[date] => 2021-04-05 19:46:58
[modified] => 2021-04-05 19:46:58
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1830
[height] => 1846
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-297x300.png
[medium-width] => 297
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-768x775.png
[medium_large-width] => 640
[medium_large-height] => 646
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-1015x1024.png
[large-width] => 640
[large-height] => 646
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-1523x1536.png
[1536x1536-width] => 1523
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290.png
[2048x2048-width] => 1830
[2048x2048-height] => 1846
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-600x400.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-290-600x600.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-290.png
[tp-image-grid-width] => 694
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-50x50.png
[admin-width] => 50
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290.png
[full-width] => 1830
[full-height] => 1846
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-372x375.png
[thumb_372-width] => 372
[thumb_372-height] => 375
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-620x625.png
[single_post_thumbnail-width] => 620
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-32x32.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-48x48.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-64x64.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-128x128.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-66x67.png
[thumb_122_67-width] => 66
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-153x153.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-130x131.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 131
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-175x177.png
[thumb_232_177-width] => 175
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-544x549.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 549
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-271x273.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 273
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-269x271.png
[thumb_271_271-width] => 269
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-171x172.png
[thumb_272_172-width] => 171
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-372x375.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 375
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-372x375.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 375
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-268x270.png
[thumb_385_270-width] => 268
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-239x241.png
[thumb_416_241-width] => 239
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-406x410.png
[thumb_448_410-width] => 406
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-813x820.png
[thumb_448_410_retina-width] => 813
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-379x382.png
[thumb_574_382-width] => 379
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-290-392x395.png
[thumb_776_395-width] => 392
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 18526
[id] => 18526
[title] => Treatment_#1.png
[filename] => Treatment_1-132.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132.png
[link] => https://www.nextafter.com/experiments/how-changing-the-sender-name-affected-the-open-rate-on-an-email-appeal/attachment/treatment_1-png-139/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-png-139
[status] => inherit
[uploaded_to] => 18522
[date] => 2021-04-05 19:46:11
[modified] => 2021-04-05 19:46:11
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1833
[height] => 1859
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-296x300.png
[medium-width] => 296
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-768x779.png
[medium_large-width] => 640
[medium_large-height] => 649
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-1010x1024.png
[large-width] => 640
[large-height] => 649
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-1515x1536.png
[1536x1536-width] => 1515
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132.png
[2048x2048-width] => 1833
[2048x2048-height] => 1859
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-600x400.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/Treatment_1-132-600x600.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/Treatment_1-132.png
[tp-image-grid-width] => 690
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-50x50.png
[admin-width] => 50
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132.png
[full-width] => 1833
[full-height] => 1859
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-372x377.png
[thumb_372-width] => 372
[thumb_372-height] => 377
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-616x625.png
[single_post_thumbnail-width] => 616
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-32x32.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-48x48.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-64x64.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-126x128.png
[thumb_128_128-width] => 126
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-66x67.png
[thumb_122_67-width] => 66
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-151x153.png
[thumb_153_153-width] => 151
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-130x132.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 132
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-175x177.png
[thumb_232_177-width] => 175
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-544x552.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 552
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-271x275.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 275
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-267x271.png
[thumb_271_271-width] => 267
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-170x172.png
[thumb_272_172-width] => 170
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-372x377.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 377
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-372x377.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 377
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-266x270.png
[thumb_385_270-width] => 266
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-238x241.png
[thumb_416_241-width] => 238
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-404x410.png
[thumb_448_410-width] => 404
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-809x820.png
[thumb_448_410_retina-width] => 809
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-377x382.png
[thumb_574_382-width] => 377
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-132-389x395.png
[thumb_776_395-width] => 389
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Open Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 21.5% | ||
| T1: | Treatment #1 | 21.4% | -0.6% | 39.0% |
This experiment has a required sample size of 815,329 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
The experiment resulted in a -0.59 decrease in traffic and a 39.0% level of confidence. Users engaged less with Andrew P. McIndoe than they did with Maggy Smith. A possible reason is users are more familiar with Maggy Smith, as they’ve heard from her before about membership relations. Also, an email from a representative of Membership Programs may be more engaging than an email from the Vice President of Development, assuming the user is familiar with each.
The next experiment could be to change the subject line to something more specific, such as “Renew your membership today” rather than “I haven’t heard from you.” The user may be more inclined to open the email because of a needed action, regardless of the sender.