How personalizing a subject line affects open rate
Experiment ID: #3421
Jews for Jesus
Experiment Summary
Timeframe: 03/08/2016 - 03/14/2016
Jews for Jesus had a process in place to convert direct mail letters to eAppeals, which they sent on a monthly basis to their email file. While this raised money and kept digital donors engaged, they hypothesized that the tone of a direct mail piece wasn’t really aligning with the medium of email.
So while keeping the value proposition of the email intact, they completely rewrote it with a conversational tone.
Since the first decision someone makes when receiving an email is whether or not to open it, this personal tone started with the subject line. The control email was very topical, and made a statement: “Jewish people really do need Jesus.” The JFJ team asked: would their executive director actually write an email like this? They decided to run a test against a personal subject line: I wanted to share something with you.
Then, they split their email file and tested it to two groups.
Research Question
Will a more personal subject line increase open rate?
Design
C: Control
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[medium_large-width] => 300
[medium_large-height] => 220
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2.png
[large-width] => 300
[large-height] => 220
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2.png
[1536x1536-width] => 300
[1536x1536-height] => 220
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2.png
[2048x2048-width] => 300
[2048x2048-height] => 220
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2.png
[ab-block-post-grid-landscape-width] => 300
[ab-block-post-grid-landscape-height] => 220
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2.png
[ab-block-post-grid-square-width] => 300
[ab-block-post-grid-square-height] => 220
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2.png
[tp-image-grid-width] => 300
[tp-image-grid-height] => 220
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2-50x37.png
[admin-width] => 50
[admin-height] => 37
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2.png
[full-width] => 300
[full-height] => 220
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2.png
[thumb_372-width] => 300
[thumb_372-height] => 220
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2.png
[single_post_thumbnail-width] => 300
[single_post_thumbnail-height] => 220
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2-32x23.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2-48x35.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 35
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2-64x47.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 47
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2-128x94.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 94
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2-91x67.png
[thumb_122_67-width] => 91
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2-153x112.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 112
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2-130x95.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 95
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2-232x170.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 170
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2.png
[thumb_272_325-width] => 300
[thumb_272_325-height] => 220
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2-271x199.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 199
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2-271x199.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 199
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2-235x172.png
[thumb_272_172-width] => 235
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2.png
[thumb_372_461-width] => 300
[thumb_372_461-height] => 220
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2.png
[thumb_372_500-width] => 300
[thumb_372_500-height] => 220
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2.png
[thumb_385_270-width] => 300
[thumb_385_270-height] => 220
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2.png
[thumb_416_241-width] => 300
[thumb_416_241-height] => 220
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2.png
[thumb_448_410-width] => 300
[thumb_448_410-height] => 220
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2.png
[thumb_448_410_retina-width] => 300
[thumb_448_410_retina-height] => 220
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2.png
[thumb_574_382-width] => 300
[thumb_574_382-height] => 220
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/treatment-2.png
[thumb_776_395-width] => 300
[thumb_776_395-height] => 220
) ) )
Results
| Treatment Name | Open Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 11.7% | ||
| T1: | Treatment 1 | 17.8% | 52.1% | 100.0% |
This experiment has a required sample size of 259 in order to be valid. Since the experiment had a total sample size of 119,721, 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:
52.1% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
This test showed the power of the subject line — that simple tweak incentivized more than 50% more people to open the email. Since people can’t respond to an email fundraising appeal without opening, this subject line significantly increased the potential for results.