How personalizing and removing heavy design affects high urgency campaign emails for donor conversion
Experiment ID: #108298
Luther Seminary
Experiment Summary
Timeframe: 09/21/2022 - 09/22/2022
Luther Seminary ran their annual 24-hour Give Day high urgency campaign from 9/21 – 9/22. The emails sent in this campaign were heavily designed and had a marketing feel rather than a personalized, conversation feel.
We wanted to test removing the design from the emails and changing the language to be more conversational from an actual person at the seminary.
We made these changes across the 9 emails for the alumni and all other segments since those were the only two segments large enough to test within.
Research Question
We believe that personalizing an email for alumni and potential donors will achieve a higher donor conversion rate.
Design
C: Control
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)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.36% | ||
| T1: | Treatment #1 | 0.28% | -23.1% | 95.4% |
This experiment has a required sample size of 35,247 in order to be valid. Since the experiment had a total sample size of 73,020, 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
× 23.1% decrease in conversion rate
× 0% increase in average gift
Key Learnings
This experiment saw a 23.1% decrease in conversion rate with a 95.4% level of confidence across the 9 emails sent on Give Day. We concluded that Luther Seminary's audience is accustomed to the highly designed, marketing emails therefore the personalized emails did not increase the likelihood of someone giving a donation.
We believe that the timeline and words of inspiration at the top of the control email actually provided a sense of encouragement and urgency to give that day. Whereas the treatment emails were more focused on making a connection with the potential donor through conversation-like language.
Another notable takeaway from this experiment is that the click-through rates on the emails saw 19.7% decrease with a 98.2% level of confidence from the treatment emails.
We would like to further test this concept in another high-urgency campaign that spans a longer period of time. We believe this will provide more accurate information than a campaign that has 9 emails within 24 hours.