How email engagement influence social media response rates
Experiment ID: #2852
Hillsdale College
Experiment Summary
Timeframe: 05/01/2017 - 05/31/2017
Hillsdale College was promoting the launch of their new DVD version of their popular Constitution 101 course. They had sent an email to their house file and wanted to see if they could raise more money by remarketing to that audience. Using a new technology named LeadsBridge, they created two distinct custom audiences in Facebook: one of subscribers that had clicked on the email and another of those that had simply opened.
Using these two distinct audiences, they then served them the same Facebook ad with a direct ask for a gift in order to receive the DVD set.
They closely monitored results to see which group was more likely to convert, and therefore should receive more remarketing dollars.
Research Question
Which audience will result in the best return on investment?
Design
C: Clicked the email
Array
(
[0] => Array
(
[ID] => 44489
[id] => 44489
[title] => Clicked_the_email.jpg
[filename] => Clicked_the_email-3.jpg
[filesize] => 115922
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3.jpg
[link] => https://www.nextafter.com/experiments/how-email-engagement-influence-social-media-response-rates/attachment/clicked_the_email-jpg-6/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => clicked_the_email-jpg-6
[status] => inherit
[uploaded_to] => 13853
[date] => 2022-10-31 21:24:24
[modified] => 2022-10-31 21:24:24
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 709
[height] => 842
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-253x300.jpg
[medium-width] => 253
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3.jpg
[medium_large-width] => 640
[medium_large-height] => 760
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3.jpg
[large-width] => 640
[large-height] => 760
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3.jpg
[1536x1536-width] => 709
[1536x1536-height] => 842
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3.jpg
[2048x2048-width] => 709
[2048x2048-height] => 842
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-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/Clicked_the_email-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/Clicked_the_email-3.jpg
[tp-image-grid-width] => 589
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-42x50.jpg
[admin-width] => 42
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3.jpg
[full-width] => 709
[full-height] => 842
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-372x442.jpg
[thumb_372-width] => 372
[thumb_372-height] => 442
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-526x625.jpg
[single_post_thumbnail-width] => 526
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-27x32.jpg
[thumb_32_32-width] => 27
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-40x48.jpg
[thumb_48_48-width] => 40
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-54x64.jpg
[thumb_64_64-width] => 54
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-108x128.jpg
[thumb_128_128-width] => 108
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-56x67.jpg
[thumb_122_67-width] => 56
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-129x153.jpg
[thumb_153_153-width] => 129
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-130x154.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 154
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-149x177.jpg
[thumb_232_177-width] => 149
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-544x646.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 646
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-271x322.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 322
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-228x271.jpg
[thumb_271_271-width] => 228
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-145x172.jpg
[thumb_272_172-width] => 145
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-372x442.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 442
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-372x442.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 442
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-227x270.jpg
[thumb_385_270-width] => 227
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-203x241.jpg
[thumb_416_241-width] => 203
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-345x410.jpg
[thumb_448_410-width] => 345
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-690x820.jpg
[thumb_448_410_retina-width] => 690
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-322x382.jpg
[thumb_574_382-width] => 322
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-333x395.jpg
[thumb_776_395-width] => 333
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 44492
[id] => 44492
[title] => Opened_the_email.jpg
[filename] => Opened_the_email-4.jpg
[filesize] => 115160
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4.jpg
[link] => https://www.nextafter.com/experiments/how-email-engagement-influence-social-media-response-rates/attachment/opened_the_email-jpg-6/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => opened_the_email-jpg-6
[status] => inherit
[uploaded_to] => 13853
[date] => 2022-10-31 21:24:42
[modified] => 2022-10-31 21:24:42
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 697
[height] => 838
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-250x300.jpg
[medium-width] => 250
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4.jpg
[medium_large-width] => 640
[medium_large-height] => 769
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4.jpg
[large-width] => 640
[large-height] => 769
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4.jpg
[1536x1536-width] => 697
[1536x1536-height] => 838
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4.jpg
[2048x2048-width] => 697
[2048x2048-height] => 838
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-600x400.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/Opened_the_email-4-600x600.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/Opened_the_email-4.jpg
[tp-image-grid-width] => 582
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-42x50.jpg
[admin-width] => 42
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4.jpg
[full-width] => 697
[full-height] => 838
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-372x447.jpg
[thumb_372-width] => 372
[thumb_372-height] => 447
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-520x625.jpg
[single_post_thumbnail-width] => 520
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-27x32.jpg
[thumb_32_32-width] => 27
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-40x48.jpg
[thumb_48_48-width] => 40
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-53x64.jpg
[thumb_64_64-width] => 53
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-106x128.jpg
[thumb_128_128-width] => 106
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-56x67.jpg
[thumb_122_67-width] => 56
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-127x153.jpg
[thumb_153_153-width] => 127
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-130x156.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 156
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-147x177.jpg
[thumb_232_177-width] => 147
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-541x650.jpg
[thumb_272_325-width] => 541
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-271x326.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 326
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-225x271.jpg
[thumb_271_271-width] => 225
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-143x172.jpg
[thumb_272_172-width] => 143
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-372x447.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 447
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-372x447.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 447
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-225x270.jpg
[thumb_385_270-width] => 225
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-200x241.jpg
[thumb_416_241-width] => 200
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-341x410.jpg
[thumb_448_410-width] => 341
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-682x820.jpg
[thumb_448_410_retina-width] => 682
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-318x382.jpg
[thumb_574_382-width] => 318
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-329x395.jpg
[thumb_776_395-width] => 329
[thumb_776_395-height] => 395
) ) )
T1: Opened the email
Array
(
[0] => Array
(
[ID] => 44489
[id] => 44489
[title] => Clicked_the_email.jpg
[filename] => Clicked_the_email-3.jpg
[filesize] => 115922
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3.jpg
[link] => https://www.nextafter.com/experiments/how-email-engagement-influence-social-media-response-rates/attachment/clicked_the_email-jpg-6/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => clicked_the_email-jpg-6
[status] => inherit
[uploaded_to] => 13853
[date] => 2022-10-31 21:24:24
[modified] => 2022-10-31 21:24:24
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 709
[height] => 842
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-253x300.jpg
[medium-width] => 253
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3.jpg
[medium_large-width] => 640
[medium_large-height] => 760
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3.jpg
[large-width] => 640
[large-height] => 760
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3.jpg
[1536x1536-width] => 709
[1536x1536-height] => 842
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3.jpg
[2048x2048-width] => 709
[2048x2048-height] => 842
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-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/Clicked_the_email-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/Clicked_the_email-3.jpg
[tp-image-grid-width] => 589
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-42x50.jpg
[admin-width] => 42
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3.jpg
[full-width] => 709
[full-height] => 842
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-372x442.jpg
[thumb_372-width] => 372
[thumb_372-height] => 442
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-526x625.jpg
[single_post_thumbnail-width] => 526
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-27x32.jpg
[thumb_32_32-width] => 27
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-40x48.jpg
[thumb_48_48-width] => 40
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-54x64.jpg
[thumb_64_64-width] => 54
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-108x128.jpg
[thumb_128_128-width] => 108
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-56x67.jpg
[thumb_122_67-width] => 56
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-129x153.jpg
[thumb_153_153-width] => 129
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-130x154.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 154
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-149x177.jpg
[thumb_232_177-width] => 149
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-544x646.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 646
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-271x322.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 322
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-228x271.jpg
[thumb_271_271-width] => 228
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-145x172.jpg
[thumb_272_172-width] => 145
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-372x442.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 442
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-372x442.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 442
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-227x270.jpg
[thumb_385_270-width] => 227
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-203x241.jpg
[thumb_416_241-width] => 203
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-345x410.jpg
[thumb_448_410-width] => 345
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-690x820.jpg
[thumb_448_410_retina-width] => 690
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-322x382.jpg
[thumb_574_382-width] => 322
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Clicked_the_email-3-333x395.jpg
[thumb_776_395-width] => 333
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 44492
[id] => 44492
[title] => Opened_the_email.jpg
[filename] => Opened_the_email-4.jpg
[filesize] => 115160
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4.jpg
[link] => https://www.nextafter.com/experiments/how-email-engagement-influence-social-media-response-rates/attachment/opened_the_email-jpg-6/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => opened_the_email-jpg-6
[status] => inherit
[uploaded_to] => 13853
[date] => 2022-10-31 21:24:42
[modified] => 2022-10-31 21:24:42
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 697
[height] => 838
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-250x300.jpg
[medium-width] => 250
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4.jpg
[medium_large-width] => 640
[medium_large-height] => 769
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4.jpg
[large-width] => 640
[large-height] => 769
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4.jpg
[1536x1536-width] => 697
[1536x1536-height] => 838
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4.jpg
[2048x2048-width] => 697
[2048x2048-height] => 838
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-600x400.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/Opened_the_email-4-600x600.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/Opened_the_email-4.jpg
[tp-image-grid-width] => 582
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-42x50.jpg
[admin-width] => 42
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4.jpg
[full-width] => 697
[full-height] => 838
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-372x447.jpg
[thumb_372-width] => 372
[thumb_372-height] => 447
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-520x625.jpg
[single_post_thumbnail-width] => 520
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-27x32.jpg
[thumb_32_32-width] => 27
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-40x48.jpg
[thumb_48_48-width] => 40
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-53x64.jpg
[thumb_64_64-width] => 53
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-106x128.jpg
[thumb_128_128-width] => 106
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-56x67.jpg
[thumb_122_67-width] => 56
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-127x153.jpg
[thumb_153_153-width] => 127
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-130x156.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 156
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-147x177.jpg
[thumb_232_177-width] => 147
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-541x650.jpg
[thumb_272_325-width] => 541
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-271x326.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 326
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-225x271.jpg
[thumb_271_271-width] => 225
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-143x172.jpg
[thumb_272_172-width] => 143
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-372x447.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 447
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-372x447.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 447
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-225x270.jpg
[thumb_385_270-width] => 225
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-200x241.jpg
[thumb_416_241-width] => 200
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-341x410.jpg
[thumb_448_410-width] => 341
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-682x820.jpg
[thumb_448_410_retina-width] => 682
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-318x382.jpg
[thumb_574_382-width] => 318
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Opened_the_email-4-329x395.jpg
[thumb_776_395-width] => 329
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Clicked the email | 0.54% | ||
| T1: | Opened the email | 2.0% | 274.5% | 98.1% |
This experiment has a required sample size of 316 in order to be valid. Since the experiment had a total sample size of 2,231, 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
× 274.5% increase in conversion rate
× 0% increase in average gift
Key Learnings
The audience that had simply opened the email showed a 275% increase in response rate over those that had clicked. This flouts conventional wisdom that we should remarket to the audience that advanced the furthest down the marketing funnel—in this case, they might have seen the offer and decided it wasn’t for them. This is important to keep in mind when evaluating the success of your email program. Opens are important—and their lack of action right away should not rule them out for future conversion.