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Luther Seminary

How sticking to urgency in the final email of a high urgency campaign affects donor conversion rate

Experiment ID: #96470

Luther Seminary

Experiment Summary

Ended On: 06/06/2022

Luther Seminary ran their bi-annual Working Preacher campaign in the spring of 2022, and we wanted to test how sticking with urgency and reducing the amount of extended value proposition copy in the final email would affect donor conversion.

We did this by removing the extra language from the control email centered around what their gift would do for Working Preacher, because these points had been conveyed heavily in every email in the campaign prior to the final email.

Research Question

We believe that sticking to urgency and removing extended value proposition for the final email in a high urgency campaign will achieve a higher donor conversion rate.

Design

C: Control
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T1: Treatment #1
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Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Control 0.62%
T1: Treatment #1 0.58%-6.6% 20.2%

This experiment has a required sample size of 274,913 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

As you can see in the chart above, removing the extended value proposition and focusing mainly on urgency did not have an impact on the conversion rate for this email. The treatment saw a 6.6% decrease with only a 20.2% level of confidence.

From this experiment, we can assume that the difference in language did not affect the donor’s decision to give at this point in the campaign. We believe this is because both emails had the urgency of that being the final day, and whether or not we included the extended value proposition, it did not affect the conversion rate.


Experiment Documented by NextAfter

Question about experiment #96470

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