How leading a membership ask email with the problem for lapsed members affects click-through rate
Experiment ID: #169194
The Heritage Foundation
Experiment Summary
Ended On: 01/31/2024
The Heritage Foundation is running thier annual Kickoff Campaign to acquire members. You can become a member by giving a gift of any size, one-time or recurring. This experiment was ran on the first email of the campaign for lapsed members to Heritage asking them to reactivate their membership. For this test, we wanted to see how lapsed members would react to leading the email with a question that poses the problem Heritage is trying to solve rather than leading the email with a direct ask to reactivate their membership. In doing so, we believe users will be more likely to click through to the donation page and reactivate their membership because the leading question allows them to relate to the issue and want to be apart of the change.
Research Question
We believe that leading an email with the problem will increase click-through rate because it will give the reader more context as to why they should renew their membership with Heritage.
Design
C: Control
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.41% | ||
| T1: | Treatment #1 | 0.33% | -19.3% | 83.5% |
This experiment has a required sample size of 45,511 in order to be valid. Since the experiment had a total sample size of 45,716, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learnings from this experiment are that leading an email with the problem did not increase click-through rates for lapsed members to reactivate their membership with The Heritage Foundation. The treatment actually resulted in a 19.3% decrease in clicks compared to the control group. However, the statistical level of confidence was below the accepted threshold of 85%, meaning the results are not valid and should not be used for future decision making. Additionally, the treatment group saw a 46.9% decrease in donor conversion with an 85.3% level of confidence. Based on these findings, it is important to reconsider the hypothesis and approach for future experimentation. It may be necessary to use a different strategy to engage lapsed members and entice them to reactivate their membership. This could include focusing on the benefits and value of being a member, highlighting success stories or achievements of the organization, or providing exclusive content or offers. Additionally, it is crucial to ensure that future experiments have a sufficient statistical level of confidence to ensure the validity of the results.