How removing an image in an MMS message affects opt-out rate
Experiment ID: #168475
The Heritage Foundation
Experiment Summary
Ended On: 01/20/2024
The Heritage Foundation was running SMS and MMS ads as part of their kickoff campaign. They had leveraged texting because of the personal nature of the communication, two-way conversation ability, and high deliverability, and wanted to test a P2P MMS platform However, they wondered if their personal message was undermined by the image they sent alongside the message, since that’s not something that people usually send along with 1:1 communications.
They split their list in half and sent half of the list an MMS without an image to see if it increased conversion rate. This ended up converting the message to an SMS message, which should be noted.
However, they also wanted to monitor other metrics that might be affected by this, including opt-out rate.
Research Question
We believe that removing an image from an MMS message for lapsed donors will achieve a decrease in opt-out rate because it looks less like marketing and more like a text a human would send.
Design
C: Control
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[admin-width] => 25
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Treatment_1-50.png
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[full-height] => 692
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[single_post_thumbnail-height] => 625
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[thumb_128_128-height] => 128
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[thumb_272_325-width] => 331
[thumb_272_325-height] => 650
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[thumb_271_346-width] => 176
[thumb_271_346-height] => 346
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[thumb_271_271-height] => 271
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[thumb_372_461-height] => 461
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[thumb_372_500-height] => 500
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[thumb_416_241-height] => 241
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[thumb_448_410_retina-height] => 692
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[thumb_574_382-height] => 382
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[thumb_776_395-width] => 201
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-50.png
[gform-image-choice-sm-width] => 153
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-50.png
[gform-image-choice-md-width] => 203
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-50.png
[gform-image-choice-lg-width] => 305
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 7.2% | ||
| T1: | Treatment #1 | 4.6% | -36.2% | 100.0% |
This experiment has a required sample size of 625 in order to be valid. Since the experiment had a total sample size of 20,862, 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:
36.2% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that removing an image from an MMS message for lapsed donors resulted in a decrease in opt-out rate. Based on this experiment, it can be concluded that lapsed donors may be more likely to disengage with a message stream that includes an image. The personal nature of the communication may be undermined by the image, as it might not be seen as a genuine message from a human. When donors do not see a communication as "marketing", then you have the opportunity to transcend a transactional relationship and open a legitimate communication channel.