How email send time affects clickthrough rate
Experiment ID: #11726
NextAfter
Experiment Summary
Timeframe: 05/26/2016 - 05/27/2016
During a promotion for a live broadcast, we wanted to test what affect send time would have on email engagement. We had measured the affect of send time on open rate before, and it had caused us to think that sending in the evening would create more engagement. But we wanted to see if the send time had a direct affect on click through rate as well.
Research Question
Will sending an email in the morning rather than the evening affect click through rate?
Design
C: PM Send
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[description] =>
[caption] =>
[name] => am_send-jpg-4
[status] => inherit
[uploaded_to] => 43610
[date] => 2022-10-30 19:14:45
[modified] => 2022-10-30 19:14:45
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 753
[height] => 726
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-300x289.jpg
[medium-width] => 300
[medium-height] => 289
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3.jpg
[medium_large-width] => 640
[medium_large-height] => 617
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3.jpg
[large-width] => 640
[large-height] => 617
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3.jpg
[1536x1536-width] => 753
[1536x1536-height] => 726
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3.jpg
[2048x2048-width] => 753
[2048x2048-height] => 726
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-600x400.jpg
[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/AM_Send-3-600x600.jpg
[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/AM_Send-3.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 675
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-50x48.jpg
[admin-width] => 50
[admin-height] => 48
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3.jpg
[full-width] => 753
[full-height] => 726
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-372x359.jpg
[thumb_372-width] => 372
[thumb_372-height] => 359
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-648x625.jpg
[single_post_thumbnail-width] => 648
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-32x32.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-48x46.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 46
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-64x62.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 62
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-128x123.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 123
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-69x67.jpg
[thumb_122_67-width] => 69
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-153x148.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 148
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-130x125.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 125
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-184x177.jpg
[thumb_232_177-width] => 184
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-544x524.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 524
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-271x261.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 261
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-271x261.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 261
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-178x172.jpg
[thumb_272_172-width] => 178
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-372x359.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 359
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-372x359.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 359
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-280x270.jpg
[thumb_385_270-width] => 280
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-250x241.jpg
[thumb_416_241-width] => 250
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-425x410.jpg
[thumb_448_410-width] => 425
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3.jpg
[thumb_448_410_retina-width] => 753
[thumb_448_410_retina-height] => 726
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-396x382.jpg
[thumb_574_382-width] => 396
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/AM_Send-3-410x395.jpg
[thumb_776_395-width] => 410
[thumb_776_395-height] => 395
) ) )
Results
This experiment has a required sample size of 1,785 in order to be valid. Since the experiment had a total sample size of 4,713, 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:
38.8% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
With a valid result of a 38.8% relative increase in click through rate, we discovered that the people on our house file are more ready to engage with a live broadcast offer in the mornings rather than the evenings.