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The Heritage Foundation

How does adding a more personalized introduction affect email revenue on Giving Tuesday?

Experiment ID: #166051

The Heritage Foundation

Experiment Summary

Ended On: 12/15/2023

This test was run to our email housefile on Giving Tuesday 11/28/23 and was our first morning email. We tested a personalized introduction that featured rhetorical questions framed from the donors perspective and text specifically calling out bureaucrats and unlected agencies vs. a control without those additions.

Research Question

We believe that adding a personalized introduction with rhetorical questions framed from personal experience relating to the project or topic being discussed for our email housefile will achieve a lift in revenue and an increased conversion rate.

Design

C: Control
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T1: Treatment - with personalized introduction
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130 [thumb_130_163-height] => 75 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_-_with_personalized_introduction-2-232x133.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 133 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_-_with_personalized_introduction-2-544x312.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 312 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_-_with_personalized_introduction-2-271x155.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 155 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_-_with_personalized_introduction-2-271x155.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 155 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_-_with_personalized_introduction-2-272x156.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 156 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_-_with_personalized_introduction-2-372x213.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 213 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_-_with_personalized_introduction-2-372x213.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 213 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_-_with_personalized_introduction-2-385x221.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 221 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_-_with_personalized_introduction-2-416x239.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 239 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_-_with_personalized_introduction-2-448x257.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 257 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_-_with_personalized_introduction-2.png [thumb_448_410_retina-width] => 781 [thumb_448_410_retina-height] => 448 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_-_with_personalized_introduction-2-574x329.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 329 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_-_with_personalized_introduction-2-689x395.png [thumb_776_395-width] => 689 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_-_with_personalized_introduction-2.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 172 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_-_with_personalized_introduction-2.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 229 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_-_with_personalized_introduction-2.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 344 ) ) )

Results

  Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: Control $4.74 $74.80
T1: Treatment - with personalized introduction $6.32 33.5% 58.0% $86.95

This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.

Key Learnings

The results recorded here reflect cumulative results for members (168K emailed) and nonmembers (790K emailed). Below are results for subsegments.

  1. Member: treatment created a 58% increase in revenue with a 62.3% level of confidence
  2. Increased conversion rate by 13.7% with a 64.1% level of confidence
  3. Nonmembers: treatment created a 8% increase in revenue with a 52.3% level of confidence
  4. Increase conversion rate by 24.8% with a 58.1% level of confidence
  5. LC: Treatment created a 8.2% increase in revenue with a 52.2% level of confidence
  6. No statistical difference between conversion rates
  7. Lapsed Members: Treatment crated a -61.1% decrease in revenue with a 71.8% level of confidence
  8. Decreased conversion rate by -26% with a 33.6% level of confidence
  The key learnings from this experiment are as follows: 1. The treatment group, which received a personalized introduction with rhetorical questions framed from personal experience, performed better than the control group in terms of revenue generated. 2. The treatment group saw a 33.3% increase in revenue compared to the control group. However, the statistical level of confidence for this result was only 58.0%. 3. Since the statistical level of confidence is below the desired threshold of 85%, these results cannot be considered valid or reliable. 4. Despite the lack of statistical validity, the experiment suggests that the personalized introduction with rhetorical questions may have a positive impact on donor response. In future experimentation, it would be beneficial to conduct a larger-scale test to further validate these findings and increase the statistical power. This could involve testing the same personalized introduction against multiple control groups, or using different variations of the introduction to determine the optimal messaging approach. Additionally, it would be valuable to analyze the results of this experiment in combination with other factors, such as the donor segments or specific project/topic being discussed in the email. This analysis can provide insights into the donor preferences and motivations, helping to inform future experimentation and messaging strategies. Ultimately, while the results of this experiment cannot be fully relied upon, they provide a valuable starting point for further exploration and testing. By refining and iterating on the personalized introduction approach, the organization may be able to achieve a lift in revenue and conversion rates.

Experiment Documented by NextAfter

Question about experiment #166051

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.