How a subject line containing content clarity influenced open rates
Experiment ID: #23965
Hillsdale College
Experiment Summary
Timeframe: 10/24/2019 - 11/07/2019
For Hillsdale’s cultivation email that shared an anniversary video produced by the College, we wanted to test how a subject line containing clarity about the contents of the email would perform. The control version used a more personal subject line, but was vague and left some mystery surrounding the contents of the email. Our hypothesis was that increasing clarity about the contents of the email would increase the open rates.
Research Question
Will increasing clarity in the subject line increase open rates?
Design
C: Grateful for your friendship
Array
(
[0] => Array
(
[ID] => 44291
[id] => 44291
[title] => Grateful_for_your_friendship.jpg
[filename] => Grateful_for_your_friendship-4.jpg
[filesize] => 14261
[url] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[link] => https://www.nextafter.com/experiments/how-a-subject-line-containing-content-clarity-influenced-open-rates/attachment/grateful_for_your_friendship-jpg-4/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => grateful_for_your_friendship-jpg-4
[status] => inherit
[uploaded_to] => 16819
[date] => 2022-10-31 20:13:38
[modified] => 2022-10-31 20:13:38
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 332
[height] => 238
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-300x215.jpg
[medium-width] => 300
[medium-height] => 215
[medium_large] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[medium_large-width] => 332
[medium_large-height] => 238
[large] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[large-width] => 332
[large-height] => 238
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[1536x1536-width] => 332
[1536x1536-height] => 238
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[2048x2048-width] => 332
[2048x2048-height] => 238
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[tp-image-grid-width] => 332
[tp-image-grid-height] => 238
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-50x36.jpg
[admin-width] => 50
[admin-height] => 36
[full] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[full-width] => 332
[full-height] => 238
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[thumb_372-width] => 332
[thumb_372-height] => 238
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[single_post_thumbnail-width] => 332
[single_post_thumbnail-height] => 238
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-32x23.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-48x34.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 34
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-64x46.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 46
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-128x92.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 92
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-93x67.jpg
[thumb_122_67-width] => 93
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-153x110.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 110
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-130x93.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 93
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-232x166.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 166
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[thumb_272_325-width] => 332
[thumb_272_325-height] => 238
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-271x194.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 194
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-271x194.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 194
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-240x172.jpg
[thumb_272_172-width] => 240
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[thumb_372_461-width] => 332
[thumb_372_461-height] => 238
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[thumb_372_500-width] => 332
[thumb_372_500-height] => 238
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[thumb_385_270-width] => 332
[thumb_385_270-height] => 238
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[thumb_416_241-width] => 332
[thumb_416_241-height] => 238
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[thumb_448_410-width] => 332
[thumb_448_410-height] => 238
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[thumb_448_410_retina-width] => 332
[thumb_448_410_retina-height] => 238
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[thumb_574_382-width] => 332
[thumb_574_382-height] => 238
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[thumb_776_395-width] => 332
[thumb_776_395-height] => 238
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 215
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[gform-image-choice-md-width] => 332
[gform-image-choice-md-height] => 238
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[gform-image-choice-lg-width] => 332
[gform-image-choice-lg-height] => 238
)
)
[1] => Array
(
[ID] => 44293
[id] => 44293
[title] => Brief_anniversary_video.jpg
[filename] => Brief_anniversary_video-4.jpg
[filesize] => 15928
[url] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[link] => https://www.nextafter.com/experiments/how-a-subject-line-containing-content-clarity-influenced-open-rates/attachment/brief_anniversary_video-jpg-4/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => brief_anniversary_video-jpg-4
[status] => inherit
[uploaded_to] => 16819
[date] => 2022-10-31 20:13:50
[modified] => 2022-10-31 20:13:50
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 332
[height] => 240
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-300x217.jpg
[medium-width] => 300
[medium-height] => 217
[medium_large] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[medium_large-width] => 332
[medium_large-height] => 240
[large] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[large-width] => 332
[large-height] => 240
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[1536x1536-width] => 332
[1536x1536-height] => 240
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[2048x2048-width] => 332
[2048x2048-height] => 240
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[tp-image-grid-width] => 332
[tp-image-grid-height] => 240
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-50x36.jpg
[admin-width] => 50
[admin-height] => 36
[full] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[full-width] => 332
[full-height] => 240
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[thumb_372-width] => 332
[thumb_372-height] => 240
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[single_post_thumbnail-width] => 332
[single_post_thumbnail-height] => 240
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-32x23.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-48x35.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 35
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-64x46.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 46
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-128x93.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 93
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-93x67.jpg
[thumb_122_67-width] => 93
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-153x111.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 111
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-130x94.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 94
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-232x168.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 168
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[thumb_272_325-width] => 332
[thumb_272_325-height] => 240
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-271x196.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 196
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-271x196.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 196
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-238x172.jpg
[thumb_272_172-width] => 238
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[thumb_372_461-width] => 332
[thumb_372_461-height] => 240
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[thumb_372_500-width] => 332
[thumb_372_500-height] => 240
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[thumb_385_270-width] => 332
[thumb_385_270-height] => 240
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[thumb_416_241-width] => 332
[thumb_416_241-height] => 240
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[thumb_448_410-width] => 332
[thumb_448_410-height] => 240
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[thumb_448_410_retina-width] => 332
[thumb_448_410_retina-height] => 240
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[thumb_574_382-width] => 332
[thumb_574_382-height] => 240
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[thumb_776_395-width] => 332
[thumb_776_395-height] => 240
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 217
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[gform-image-choice-md-width] => 332
[gform-image-choice-md-height] => 240
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[gform-image-choice-lg-width] => 332
[gform-image-choice-lg-height] => 240
)
)
)
T1: Brief anniversary video
Array
(
[0] => Array
(
[ID] => 44291
[id] => 44291
[title] => Grateful_for_your_friendship.jpg
[filename] => Grateful_for_your_friendship-4.jpg
[filesize] => 14261
[url] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[link] => https://www.nextafter.com/experiments/how-a-subject-line-containing-content-clarity-influenced-open-rates/attachment/grateful_for_your_friendship-jpg-4/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => grateful_for_your_friendship-jpg-4
[status] => inherit
[uploaded_to] => 16819
[date] => 2022-10-31 20:13:38
[modified] => 2022-10-31 20:13:38
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 332
[height] => 238
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-300x215.jpg
[medium-width] => 300
[medium-height] => 215
[medium_large] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[medium_large-width] => 332
[medium_large-height] => 238
[large] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[large-width] => 332
[large-height] => 238
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[1536x1536-width] => 332
[1536x1536-height] => 238
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[2048x2048-width] => 332
[2048x2048-height] => 238
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[tp-image-grid-width] => 332
[tp-image-grid-height] => 238
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-50x36.jpg
[admin-width] => 50
[admin-height] => 36
[full] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[full-width] => 332
[full-height] => 238
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[thumb_372-width] => 332
[thumb_372-height] => 238
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[single_post_thumbnail-width] => 332
[single_post_thumbnail-height] => 238
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-32x23.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-48x34.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 34
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-64x46.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 46
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-128x92.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 92
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-93x67.jpg
[thumb_122_67-width] => 93
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-153x110.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 110
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-130x93.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 93
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-232x166.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 166
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[thumb_272_325-width] => 332
[thumb_272_325-height] => 238
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-271x194.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 194
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-271x194.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 194
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4-240x172.jpg
[thumb_272_172-width] => 240
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[thumb_372_461-width] => 332
[thumb_372_461-height] => 238
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[thumb_372_500-width] => 332
[thumb_372_500-height] => 238
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[thumb_385_270-width] => 332
[thumb_385_270-height] => 238
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[thumb_416_241-width] => 332
[thumb_416_241-height] => 238
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[thumb_448_410-width] => 332
[thumb_448_410-height] => 238
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[thumb_448_410_retina-width] => 332
[thumb_448_410_retina-height] => 238
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[thumb_574_382-width] => 332
[thumb_574_382-height] => 238
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[thumb_776_395-width] => 332
[thumb_776_395-height] => 238
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 215
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[gform-image-choice-md-width] => 332
[gform-image-choice-md-height] => 238
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Grateful_for_your_friendship-4.jpg
[gform-image-choice-lg-width] => 332
[gform-image-choice-lg-height] => 238
)
)
[1] => Array
(
[ID] => 44293
[id] => 44293
[title] => Brief_anniversary_video.jpg
[filename] => Brief_anniversary_video-4.jpg
[filesize] => 15928
[url] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[link] => https://www.nextafter.com/experiments/how-a-subject-line-containing-content-clarity-influenced-open-rates/attachment/brief_anniversary_video-jpg-4/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => brief_anniversary_video-jpg-4
[status] => inherit
[uploaded_to] => 16819
[date] => 2022-10-31 20:13:50
[modified] => 2022-10-31 20:13:50
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 332
[height] => 240
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-300x217.jpg
[medium-width] => 300
[medium-height] => 217
[medium_large] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[medium_large-width] => 332
[medium_large-height] => 240
[large] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[large-width] => 332
[large-height] => 240
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[1536x1536-width] => 332
[1536x1536-height] => 240
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[2048x2048-width] => 332
[2048x2048-height] => 240
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[tp-image-grid-width] => 332
[tp-image-grid-height] => 240
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-50x36.jpg
[admin-width] => 50
[admin-height] => 36
[full] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[full-width] => 332
[full-height] => 240
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[thumb_372-width] => 332
[thumb_372-height] => 240
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[single_post_thumbnail-width] => 332
[single_post_thumbnail-height] => 240
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-32x23.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-48x35.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 35
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-64x46.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 46
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-128x93.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 93
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-93x67.jpg
[thumb_122_67-width] => 93
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-153x111.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 111
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-130x94.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 94
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-232x168.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 168
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[thumb_272_325-width] => 332
[thumb_272_325-height] => 240
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-271x196.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 196
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-271x196.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 196
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4-238x172.jpg
[thumb_272_172-width] => 238
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[thumb_372_461-width] => 332
[thumb_372_461-height] => 240
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[thumb_372_500-width] => 332
[thumb_372_500-height] => 240
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[thumb_385_270-width] => 332
[thumb_385_270-height] => 240
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[thumb_416_241-width] => 332
[thumb_416_241-height] => 240
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[thumb_448_410-width] => 332
[thumb_448_410-height] => 240
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[thumb_448_410_retina-width] => 332
[thumb_448_410_retina-height] => 240
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[thumb_574_382-width] => 332
[thumb_574_382-height] => 240
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[thumb_776_395-width] => 332
[thumb_776_395-height] => 240
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 217
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[gform-image-choice-md-width] => 332
[gform-image-choice-md-height] => 240
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Brief_anniversary_video-4.jpg
[gform-image-choice-lg-width] => 332
[gform-image-choice-lg-height] => 240
)
)
)
Results
| Treatment Name | Open Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Grateful for your friendship | 24.9% | ||
| T1: | Brief anniversary video | 23.3% | -6.7% | 100.0% |
This experiment has a required sample size of 5,044 in order to be valid. Since the experiment had a total sample size of 269,369, 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:
6.7% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
While the more specific subject line email had a lower open rate, we actually saw an increase in the overall clickthrough rate of the email, demonstrating that the recipients who had been primed to receive a video were more likely to view and engage with the video than those who received the vague subject line.