How a value-focused headline affects open rate in an email
Experiment ID: #3001
Heartlight Ministries
Experiment Summary
Timeframe: 11/06/2017 - 11/13/2017
Heartlight Ministries was offering their Developing Rules and Consequences eBook to the housefile, and wanted to test the headline of the email to increase open rates. The original subject line talked more about the resource itself, while the treatment mentioned the topic of the offer instead of the “free resource.” The emails were identical otherwise.
Research Question
How does a value-focused headline affect clickthrough rate?
Design
C: A new resource for you...
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Results
| Treatment Name | Open Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | A new resource for you... | 5.1% | ||
| T1: | Creating boundaries | 6.5% | 28.8% | 100.0% |
This experiment has a required sample size of 1,977 in order to be valid. Since the experiment had a total sample size of 28,993, 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:
28.8% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment headline increased open rate by 29%. This tells us that their file is more motivated by the topical value of the email rather than a random free resource that we want to give them. The treatment subject line also has a little bit of mystery to prompt the reader to click and open the email.