Does personalizing an email focusing on a premium resource increase clicks for Pathway to Victory?
Experiment ID: #79778
Pathway to Victory
Experiment Summary
Timeframe: 12/14/2021 - 12/28/2021
Pathway to Victory, a ministry of First Baptist Dallas, presented us with an opportunity to test some personalization during their highly-successful December match campaign. As an organization that is very premium-focused, their digital offers throughout the campaign focused around receiving a 2022 Daily Devotional book, along with other assorted premiums based on giving level, coupled with the largest match campaign in the ministry’s history. Despite having a relatively large email file, Pathway to Victory rarely used personalization on their emails. Therefore, we saw an opportunity to test whether adding a Dear First Name salutation to an email, and A/B test that only to the portion of the file that had a first name on file already (approx. 50% of the total file), would increase click-through rates. We tested this approach with an email in the middle of December.
Research Question
We believe that adding personalization for email subscribers will achieve a higher click through rate.
Design
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[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/First_Name-9-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/First_Name-9-34x50.png
[admin-width] => 34
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/First_Name-9.png
[full-width] => 694
[full-height] => 1030
[thumb_372] => https://www.nextafter.com/wp-content/uploads/First_Name-9-372x552.png
[thumb_372-width] => 372
[thumb_372-height] => 552
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/First_Name-9-421x625.png
[single_post_thumbnail-width] => 421
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/First_Name-9-22x32.png
[thumb_32_32-width] => 22
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/First_Name-9-32x48.png
[thumb_48_48-width] => 32
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/First_Name-9-43x64.png
[thumb_64_64-width] => 43
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/First_Name-9-86x128.png
[thumb_128_128-width] => 86
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/First_Name-9-45x67.png
[thumb_122_67-width] => 45
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/First_Name-9-103x153.png
[thumb_153_153-width] => 103
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/First_Name-9-110x163.png
[thumb_130_163-width] => 110
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/First_Name-9-119x177.png
[thumb_232_177-width] => 119
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/First_Name-9-438x650.png
[thumb_272_325-width] => 438
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/First_Name-9-233x346.png
[thumb_271_346-width] => 233
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/First_Name-9-183x271.png
[thumb_271_271-width] => 183
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/First_Name-9-116x172.png
[thumb_272_172-width] => 116
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/First_Name-9-311x461.png
[thumb_372_461-width] => 311
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/First_Name-9-337x500.png
[thumb_372_500-width] => 337
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/First_Name-9-182x270.png
[thumb_385_270-width] => 182
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/First_Name-9-162x241.png
[thumb_416_241-width] => 162
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/First_Name-9-276x410.png
[thumb_448_410-width] => 276
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/First_Name-9-553x820.png
[thumb_448_410_retina-width] => 553
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/First_Name-9-257x382.png
[thumb_574_382-width] => 257
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/First_Name-9-266x395.png
[thumb_776_395-width] => 266
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/First_Name-9.png
[gform-image-choice-sm-width] => 202
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/First_Name-9.png
[gform-image-choice-md-width] => 270
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/First_Name-9.png
[gform-image-choice-lg-width] => 404
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Original | 1.3% | ||
| T1: | First Name | 1.6% | 26.0% | 99.4% |
This experiment has a required sample size of 10,160 in order to be valid. Since the experiment had a total sample size of 39,329, 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:
26.0% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
While open rates between the two emails were the same, adding the personalized salutation increased the number of clicks to the landing page by 26%. Given that we have seen that adding a simple personalization to emails did not negatively affect any email metrics, we plan to continue testing this, as well as add more than just a personalized salutation in future emails.