Care Net
Does a subject line with mystery about a well-known organization increase open rate?
Experiment ID: #11158
Care Net
Experiment Summary
Timeframe: 03/16/2019 - 03/29/2019
We tested this is our weekly “weekend update” email. I wanted to try it because I knew referencing the Girl Scouts would catch people’s attention, but we wanted to see how to get the most “bang for our buck.”
Research Question
Does a “mysterious problem” about a well known organization increase open rates?
Design
C: Girl Scouts and the self-esteem farce
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T1: An overlooked issue with the Girl Scouts
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Results
This experiment has a required sample size of
10,873 in order to be valid. Since the experiment had a total sample size of
38,471, 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:
5.2% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The answer is yes, the "mysterious problem" did win. We will want to test this further with other topics.