How removing the organization’s name from an email sender impacts engagement during a high urgency campaign
Experiment ID: #176610
Bible League Canada
Experiment Summary
Timeframe: 04/19/2024 - 04/29/2024
Bible League Canada (BLC) is a ministry organization that uses members of its staff as email senders. The sender name for these staff emails always includes the person’s name and” at Bible League Canada” after it. The content of BLC’s emails feels very authentic and has helped foster strong relationships with their email list subscribers. Still, we wanted to collect data to understand whether including their organization’s name in their email sender name was hurting their email open rates.
We decided to test this concept during one of BLC’s high-urgency campaigns. We tested it with a direct appeal email sent from Hannah, one of Bible League Canada’s main email senders. The results of that test can be found here.
We wanted to retest this hypothesis using another sender during the campaign to see if the positive results we discovered would be limited to the sender we chose.
We ran this as an A/B email test, with 50% of BLC’s housefile list receiving the control email and the other 50% receiving the treatment email. The email’s subject line and content were the same for both variants; the only variable changed was the email sender’s name. These were the variants in this test:
- Control Email – From name was “Jody at Bible League Canada”
- Treatment Email – From name was “Jody”
Research Question
We hypothesized that removing” at Bible League Canada” from the email sender name would improve the open rate of their emails. This would make the email look and feel more like a one-to-one communication in the inbox instead of an organization’s “marketing” email.
Design
C: From: Jody at Bible League Canada
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Results
| Treatment Name | Open Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | From: Jody at Bible League Canada | 24.4% | ||
| T1: | From: Jody | 34.3% | 40.8% | 100.0% |
This experiment has a required sample size of 161 in order to be valid. Since the experiment had a total sample size of 17,235, 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:
40.8% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that removing the organization's name from the email sender's name can significantly increase open rates. The treatment email, with the sender name "Jody," saw a 40.8% increase in opens compared to the control email, "Jody at Bible League Canada." This result was statistically significant at a 100.0% confidence level, indicating a strong impact. We could not validate an increase in clicks from the treatment version. With this second test result, Bible League Canada's audience appears to respond well when appeals are sent without the "at Bible League Canada" postscript. This test should be revisited in the future to see if it is a "fad" or something that remains constant for their email file. But for now, using personal, authentic sender names should be the template for email cultivation and activation.