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MAF

How an additional Call-to-Action early in an email impacts clicks and donor conversion

MAF

Experiment Summary

Timeframe: 04/24/2024 - 05/06/2024

For MAF’s 2024 Plane Maintenance campaign, the 7th email in the campaign was written to include an insightful story about the types of repairs these planes need in order to deliver the gospel. However, with no call-to-action until the very end of the email we hypothesized that users who do not read the email to the end may not even realize that the email is part of the campaign. We believe that adding an additional call-to-action early in the email copy that contextualized the communication and links directly to the donation page would improve click-through and donor conversion.

Research Question

it clarifies the context of the email within the campaign early-on and ensures anyone who doesn’t finish the full email doesn’t miss an ask.

Design

C: Control
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T1: Treatment
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Results

  Treatment Name Click Rate Relative Difference Confidence
C: Control 2.5%
T1: Treatment 2.9% 17.8% 96.3%

This experiment has a required sample size of 10,452 in order to be valid. Since the experiment had a total sample size of 23,784, 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:

    17.8% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The key learning from this experiment is that including an additional call-to-action and donation page link early in a campaign email for Mission Aviation Fellowship's housefile can significantly increase clicks and donor conversion. In this specific case, the treatment version that included an early call-to-action saw a 17.4% increase in clicks for all traffic with a 95.9% statistical level of confidence compared to the control version. Downstream Donor Conversion: Control: 11,847 Samples | 5 Donations | Conv Rate 0.0% Treatment: 11,721 Samples. |9 Donations | Conv Rate 0.1% | 81.9% Relative Difference | 72.3% Significance. In future experimentation, it is important to ensure that campaign emails clearly communicate the purpose and include a strong call-to-action early on to capture the attention of recipients who may not read the entire email. By providing a direct link to the donation page, recipients are more likely to understand the context of the email and take action immediately, leading to higher engagement and conversion rates. This experiment highlights the importance of optimizing email content to drive desired outcomes and should be taken into consideration in future email marketing campaigns for Mission Aviation Fellowship.

Experiment Documented by Tristan Amaya

Question about experiment #59791

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