How copy length in an email affects the force of the value proposition
Experiment ID: #5803
Live Action
Experiment Summary
Timeframe: 12/17/2016 - 12/19/2016
Live Action sent many email appeals as part of their year-end fundraising campaign. One email in particular had a complex value proposition that took a significant amount of copy to fully explain. Since the holidays are a busy time for many people, they wondered if people would take the time to read the entire email. However, they knew that shortening the copy of the email risked removing crucial parts of the value proposition—and that would significantly affect donor conversion.
They created a treatment that removed sections of the copy, and re-edited the copy to make sure it presented a unified value proposition. However, this presented one more caveat: removing an early section of copy removed a link from the email, so the treatment had one less “clickable” opportunity.
They created two test segments and sent a test to each to determine which version attracted more clicks (the intial metric) and donors (the ultimate metric).
Research Question
How does reducing the length of email copy affect the force of the value proposition?
Design
C: Long Copy
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[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-18x50.png
[admin-width] => 18
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy.png
[full-width] => 800
[full-height] => 2198
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-372x1022.png
[thumb_372-width] => 372
[thumb_372-height] => 1022
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-227x625.png
[single_post_thumbnail-width] => 227
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-12x32.png
[thumb_32_32-width] => 12
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-17x48.png
[thumb_48_48-width] => 17
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-23x64.png
[thumb_64_64-width] => 23
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-47x128.png
[thumb_128_128-width] => 47
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-24x67.png
[thumb_122_67-width] => 24
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-56x153.png
[thumb_153_153-width] => 56
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-59x163.png
[thumb_130_163-width] => 59
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-64x177.png
[thumb_232_177-width] => 64
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-237x650.png
[thumb_272_325-width] => 237
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-126x346.png
[thumb_271_346-width] => 126
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-99x271.png
[thumb_271_271-width] => 99
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-63x172.png
[thumb_272_172-width] => 63
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-168x461.png
[thumb_372_461-width] => 168
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-182x500.png
[thumb_372_500-width] => 182
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-98x270.png
[thumb_385_270-width] => 98
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-88x241.png
[thumb_416_241-width] => 88
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-149x410.png
[thumb_448_410-width] => 149
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-298x820.png
[thumb_448_410_retina-width] => 298
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-139x382.png
[thumb_574_382-width] => 139
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy-144x395.png
[thumb_776_395-width] => 144
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy.png
[gform-image-choice-sm-width] => 109
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy.png
[gform-image-choice-md-width] => 146
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Shorter_Copy.png
[gform-image-choice-lg-width] => 218
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Long Copy | 0.31% | ||
| T1: | Shorter Copy | 0.39% | 24.7% | 98.9% |
This experiment has a required sample size of 45,432 in order to be valid. Since the experiment had a total sample size of 151,247, 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:
24.7% increase in traffic
Ă— 0% increase in conversion rate
Ă— 0% increase in average gift
Key Learnings
The email with the shorter copy, despite having one fewer link, produced a 24.7% increase in clickthrough rate. That showed, at least initially, that the value proposition could still be effectively communicated with fewer words. However, they looked deeper into the data to determine if the shorter copy produced highly-motivated clicks that turned into donors on the landing page.