How adding a logo at the top of an email impacted clicks
Experiment ID: #191103
Pathway to Victory
Experiment Summary
Ended On: 09/25/2024
Pathway to Victory is the broadcast ministry of First Dallas.
3 years ago we tested out of images within emails, however we decided to retest a logo on email to see if a little branding adds validity to the email and if it can impact clicks and downstream donations.
Research Question
We believe that by adding a logo at the top of emails for subscribers will achieve higher email engagement because the logo creates confidence that the email is legit.
Design
C: Control
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T1: Treatment 1
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.02% | ||
| T1: | Treatment 1 | 0.03% | 23.0% | 85.0% |
This experiment has a required sample size of 668,695 in order to be valid. Since the experiment had a total sample size of 720,131, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learning from this experiment is that adding a logo at the top of emails for subscribers resulted in a 23.0% increase in Clicks for All Traffic. Although the results suggest potential benefits of including a logo for branding and legitimacy purposes, the statistical level of confidence of 85.0% falls below the accepted threshold of 95% for validity. In regard to donations we saw a 28% decrease in gifts at a 81% level of confidence So, while the email saw more engagement, it did not translate to more gifts. Therefore, these results should not be used for future decision-making. It is essential to conduct further experiments with a larger sample size or different variations to validate the impact of adding a logo to emails. Additionally, considering other factors such as email content, layout, and targeting can provide more insights into improving email engagement and donations. Ultimately, the key takeaway is to prioritize rigorous testing and analysis to make informed decisions for optimizing email marketing strategies.