How adding autonomy language on an appeal email during a high urgency campaign affects revenue
Experiment ID: #204457
Benedictine College
Experiment Summary
Ended On: 06/25/2026
Benedictine College has a high-urgency campaign currently running through Fiscal Year End.
In this campaign, email appeals are sent to the housefile.
For this test, we wanted to add autonomy language to the email CTA to see how it would impact clicks.
This email was sent to the housefile.
Research Question
We believe that adding autonomy language to the CTA for the housefile will increase email clicks by giving the user more control and encouraging them to say yes to the appeal.
Design
C: Control
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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $0.02 | $66.67 | ||
| T1: | Treatment #1 | $0.05 | 185.3% | 89.1% | $143.75 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
1. The addition of autonomy language to the call-to-action (CTA) in the email appeal led to a significant increase in email clicks.
2. The treatment group experienced a 185.3% increase in Revenue for All Traffic compared to the control group.
3. The statistical level of confidence is at 89.2%, indicating that the results are approaching validity, but further testing would be necessary to confirm the effectiveness of adding autonomy language to CTAs.
Future Implications:
1. The use of autonomy language in CTAs can be an effective strategy to increase user engagement and drive conversions.
2. It is recommended to continue testing the impact of autonomy language in various campaigns to build a stronger case for its effectiveness.
3. Consider incorporating autonomy language in other marketing initiatives to see if similar positive results can be achieved.
4. Further experimentation could include testing different variations of autonomy language to determine which resonates best with the audience.