How a relevant image in a high urgency email appeal impacts email clicks
Experiment ID: #188826
The Navigators
Experiment Summary
Ended On: 08/08/2024
Every year, The Navigators run a high-urgency campaign called Eagle Lake 2 between June and July to raise money for the camps they host.
The Navigators audience is very comfortable and familiar with Abby Anderson, the main sender we use for their emails and texts. Therefore, we wanted to see whether an image of Abby at Eagle Lake camps when she was young would influence email clicks and increase donations as a result.
Our hypothesis was that the image of Abby would allow the recipient to feel more connected to Eagle Lake camps therefore increasing the likelihood that they would click the donation link, then give a gift.
Research Question
We believe that including a relevant image for Eagle Lake 2 email recipients will achieve an increase in clicks because people give to people and it would establish a more personable connection to the camp.
Design
C: Control
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)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.15% | ||
| T1: | Treatment #1 | 0.22% | 48.1% | 100.0% |
This experiment has a required sample size of 27,584 in order to be valid. Since the experiment had a total sample size of 201,808, 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:
48.1% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that including a relevant image of Abby at Eagle Lake camps in the email led to a significant increase in clicks for all traffic. The treatment group, which received the email with the image, saw a 48.1% increase in clicks compared to the control group. This result was statistically significant at a 99.9% confidence level, indicating a strong impact of the image on recipient engagement.
These results are valid and therefore, we should consider using relevant images within appeal emails moving forward.
We also pulled number of donations out of the number of clicks within this test and saw an invalid 25.7 decrease in donations at an 85.9% level of confidence. As well as number of donations put of the number of email sends resulted in a 10.1% lift in donations at a 33.4% level of confidence.
We decided to view both of these metrics because based if we only viewed the number of donations out of clickthrough rate, it appears that the image of Abby decreased conversions, but in actuality, there was a 10% increase in donations. It only seems as though there was a drop because we pushed a larger group of people to the donation page.
Neither of these metrics validated, but the results do offer helpful learnings and context of The Navigators audience.
This experiment demonstrates the effectiveness of using personal, relatable images to establish a more personable connection with the audience and drive engagement. In future experimentation, it is recommended to continue incorporating relevant images of people or scenarios that resonate with the audience to increase interaction and response rates. Additionally, the success of this experiment highlights the importance of testing different elements in email campaigns to identify strategies that yield the best results and improve overall campaign performance.