How using an email forward can affect response rates
Experiment ID: #5586
NextAfter
Experiment Summary
Timeframe: 10/25/2016 - 10/27/2016
When promoting an upcoming NextAfter live broadcast, we wanted to retarget those who did not open the initial email inviting them to the event.
We wondered if creating an email that had the appearance of an email forward could help make the resend email feel even more like a personal follow-up, and prompt more people sign up for the live broadcast.
Research Question
Will retargeting a “non-opens” audience segment with an email forward result in a higher response rate?
Design
C: Standard Follow-Up
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T1: Email Forward
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Standard Follow-Up | 2.2% | ||
| T1: | Email Forward | 0.77% | -64.9% | 100.0% |
This experiment has a required sample size of 540 in order to be valid. Since the experiment had a total sample size of 3,978, 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:
0% increase in traffic
× 64.9% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The email forward saw a 64.9% drop in response rate. Our hypotheses is that the email forward gave the appearance of being spam, thus resulting in a lower response rate.