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Pathway to Victory

How sending a follow up email impacted revenue from a text campaign

Experiment ID: #162558

Pathway to Victory

Experiment Summary

Ended On: 10/26/2023

Pathway to Victory is a broadcast ministry of First Baptist Dallas.

In promoting a new book, we decided to test a follow-up email to half of the audience that received a text message.

For PTV, they rarely use text messages due to cost, and they never do it to the full file, they pick and choose select segments depending on offer, time of the year, and segment that needs extra activation. There are several reasons why we wanted to test this approach.

For one, following up with email, a known and regularly used channel, can help verify that the text wasn’t spam, as that is popular.

Second, if you have multiple channels that can be personalized and timed accurately, why not have those channels work together and support one another? And not in a just more than one is better. But the email called out the text. They are directly connected and not just random that someone received two different things from PTV.

In the case of PTV specifically, they typically suppress text recipients from receiving emails that week so as not to steal results from text. But we are able to show that that isn’t an effective strategy; it’s actually better for channels to play together than being so decisive and siloed

Research Question

We believe that by sending a following email for text message recipients will achieve a higher conversion rate because there is an additional touchpoint through another personal channel.

Design

C: Text Message Only
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T1: Text Message & Email
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55099 [date] => 2024-08-20 15:28:31 [modified] => 2024-08-20 15:28:31 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1080 [height] => 1920 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Text_Message__Email-1-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Text_Message__Email-1-169x300.png [medium-width] => 169 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Text_Message__Email-1-768x1365.png [medium_large-width] => 640 [medium_large-height] => 1138 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Text_Message__Email-1-576x1024.png [large-width] => 576 [large-height] => 1024 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Text_Message__Email-1-864x1536.png [1536x1536-width] => 864 [1536x1536-height] => 1536 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Text_Message__Email-1.png [2048x2048-width] => 1080 [2048x2048-height] => 1920 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Text_Message__Email-1-600x400.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/Text_Message__Email-1-600x600.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/Text_Message__Email-1-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Text_Message__Email-1-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Text_Message__Email-1-28x50.png [admin-width] => 28 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Text_Message__Email-1.png [full-width] => 1080 [full-height] => 1920 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Text_Message__Email-1-372x661.png [thumb_372-width] => 372 [thumb_372-height] => 661 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Text_Message__Email-1-352x625.png [single_post_thumbnail-width] => 352 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Text_Message__Email-1-18x32.png [thumb_32_32-width] => 18 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Text_Message__Email-1-27x48.png [thumb_48_48-width] => 27 [thumb_48_48-height] => 48 [thumb_64_64] => 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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Text_Message__Email-1-366x650.png [thumb_272_325-width] => 366 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Text_Message__Email-1-195x346.png [thumb_271_346-width] => 195 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Text_Message__Email-1-152x271.png [thumb_271_271-width] => 152 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Text_Message__Email-1-97x172.png [thumb_272_172-width] => 97 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Text_Message__Email-1-259x461.png [thumb_372_461-width] => 259 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Text_Message__Email-1-281x500.png [thumb_372_500-width] => 281 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Text_Message__Email-1-152x270.png [thumb_385_270-width] => 152 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Text_Message__Email-1-136x241.png [thumb_416_241-width] => 136 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Text_Message__Email-1-231x410.png [thumb_448_410-width] => 231 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Text_Message__Email-1-461x820.png [thumb_448_410_retina-width] => 461 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Text_Message__Email-1-215x382.png [thumb_574_382-width] => 215 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Text_Message__Email-1-222x395.png [thumb_776_395-width] => 222 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameRevenue per VisitorRelative DifferenceConfidenceAverage Gift
C: Text Message Only $0.24$39.32
T1: Text Message & Email $0.4380.1% 100.0%$35.80

This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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:

    0% increase in traffic
× 97.9% increase in conversion rate
× 9.0% decrease in average gift
80.1% increase in revenue

Key Learnings

The key learning from this experiment is that sending a follow-up email to text message recipients can significantly increase the conversion rate and revenue generated. The treatment group, which received both a text message and a follow-up email, saw an 80.1% increase in revenue compared to the control group that only received a text message.

This outcome suggests that adding an additional touchpoint through another personal channel, such as email, can be highly effective in capturing the attention and engagement of recipients. It is likely that the email served as a reminder or reinforcement of the message conveyed in the initial text message, leading to a higher conversion rate.

In future experimentation, it would be beneficial to continue using the strategy of sending follow-up emails to text message recipients. This can be implemented as a standard practice, potentially leading to consistent improvements in conversion rates and revenue. Additionally, it may be worth exploring the specific content and timing of the follow-up emails to optimize their effectiveness.

Overall, the success of this experiment reinforces the importance of a multi-channel approach in engaging with audiences and increasing conversion rates. By utilizing multiple channels and touchpoints, organizations can enhance their messaging and communication strategies, leading to improved outcomes and revenue generation.

Experiment Documented by NextAfter

Question about experiment #162558

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.