How a radical redesign of a weekly newsletter affects open rate
Experiment ID: #8013
Live Action
Experiment Summary
Timeframe: 11/11/2017 - 12/01/2017
Live Action sends out a weekly email to their housefile with the top pro-life news stories from Live Action News. The current email format is highly branded, comes from Lauren Merz, and includes mainly images with links to stories.
They have had success in the past with emails coming from Lila Rose, the founder. They wanted to test whether a more personal, stripped-down approach to the newsletter would increase open rate of the emails.
Research Question
Does stripping out formatting and imagery and bringing a more personal tone to an email newsletter affect open rate?
Design
C: Current Branded + Formatted Newsletter
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Results
| Treatment Name | Open Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Current Branded + Formatted Newsletter | 12.0% | ||
| T1: | Stripped Down Treatment | 20.4% | 69.0% | 100.0% |
This experiment has a required sample size of 151 in order to be valid. Since the experiment had a total sample size of 685,938, 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:
69.0% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The stripped-down approach from Lila increased open rates by nearly 70%, however, removing the imagery decreased click rate by 18%. People are drawn to anything with Lila’s name on it, and responded well to receiving these stories from Lila, but clickthrough rate declined without the added pull of an image to tie to each story.