Illinois Policy Institute
How adding value proposition language to a direct appeal email impacted donations.
Experiment ID: #122310
Illinois Policy Institute
Experiment Summary
Timeframe: 12/28/2022 - 12/30/2022
As part of a high-urgency campaign for a public policy client, we emailed subscribers to their weekly newsletter, The Policy Shop, asking if they would make a donation in support of The Policy Shop. The email was short and sweet, including a cartoon, a thanks for being a part of The Policy Shop, and an ask for support.
We wondered how a more in-depth, value proposition-focused email would impact donations. The treatment version highlights the problem(s) that The Policy Shop helps solve, provides background on The Policy Shop, provides evidentials on the impact of The Policy Shop, and tells the recipients how their gift in support of The Policy Shop will be used. The treatment also takes a more personal approach by greeting the recipient by name and including a raw donation link instead of a button and graphic.
Research Question
We believe that a value proposition-enhanced email for email recipients will achieve an increase in donations.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 51047
[id] => 51047
[title] => Screenshot 2023-03-13 at 9.40.30 AM
[filename] => Screenshot-2023-03-13-at-9.40.30-AM.png
[filesize] => 472090
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM.png
[link] => https://www.nextafter.com/experiments/how-adding-value-proposition-language-to-a-direct-appeal-email-impacted-donations/attachment/screenshot-2023-03-13-at-9-40-30-am/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => screenshot-2023-03-13-at-9-40-30-am
[status] => inherit
[uploaded_to] => 49887
[date] => 2023-03-13 14:41:03
[modified] => 2023-03-13 14:41:03
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 758
[height] => 992
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-229x300.png
[medium-width] => 229
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM.png
[medium_large-width] => 640
[medium_large-height] => 838
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM.png
[large-width] => 640
[large-height] => 838
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM.png
[1536x1536-width] => 758
[1536x1536-height] => 992
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM.png
[2048x2048-width] => 758
[2048x2048-height] => 992
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM.png
[tp-image-grid-width] => 535
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-38x50.png
[admin-width] => 38
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM.png
[full-width] => 758
[full-height] => 992
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-372x487.png
[thumb_372-width] => 372
[thumb_372-height] => 487
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-478x625.png
[single_post_thumbnail-width] => 478
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-24x32.png
[thumb_32_32-width] => 24
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-37x48.png
[thumb_48_48-width] => 37
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-49x64.png
[thumb_64_64-width] => 49
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-98x128.png
[thumb_128_128-width] => 98
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-51x67.png
[thumb_122_67-width] => 51
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-117x153.png
[thumb_153_153-width] => 117
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-125x163.png
[thumb_130_163-width] => 125
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-135x177.png
[thumb_232_177-width] => 135
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-497x650.png
[thumb_272_325-width] => 497
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-264x346.png
[thumb_271_346-width] => 264
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-207x271.png
[thumb_271_271-width] => 207
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-131x172.png
[thumb_272_172-width] => 131
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-352x461.png
[thumb_372_461-width] => 352
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-372x487.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 487
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-206x270.png
[thumb_385_270-width] => 206
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-184x241.png
[thumb_416_241-width] => 184
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-313x410.png
[thumb_448_410-width] => 313
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-627x820.png
[thumb_448_410_retina-width] => 627
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-292x382.png
[thumb_574_382-width] => 292
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-302x395.png
[thumb_776_395-width] => 302
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 51048
[id] => 51048
[title] => Screenshot 2023-03-13 at 9.40.48 AM
[filename] => Screenshot-2023-03-13-at-9.40.48-AM.png
[filesize] => 299632
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM.png
[link] => https://www.nextafter.com/experiments/how-adding-value-proposition-language-to-a-direct-appeal-email-impacted-donations/attachment/screenshot-2023-03-13-at-9-40-48-am/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => screenshot-2023-03-13-at-9-40-48-am
[status] => inherit
[uploaded_to] => 49887
[date] => 2023-03-13 14:41:43
[modified] => 2023-03-13 14:41:43
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 580
[height] => 1066
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-163x300.png
[medium-width] => 163
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM.png
[medium_large-width] => 580
[medium_large-height] => 1066
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-557x1024.png
[large-width] => 557
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM.png
[1536x1536-width] => 580
[1536x1536-height] => 1066
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM.png
[2048x2048-width] => 580
[2048x2048-height] => 1066
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-580x400.png
[ab-block-post-grid-landscape-width] => 580
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-580x600.png
[ab-block-post-grid-square-width] => 580
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM.png
[tp-image-grid-width] => 381
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-27x50.png
[admin-width] => 27
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM.png
[full-width] => 580
[full-height] => 1066
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-372x684.png
[thumb_372-width] => 372
[thumb_372-height] => 684
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-340x625.png
[single_post_thumbnail-width] => 340
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-17x32.png
[thumb_32_32-width] => 17
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-26x48.png
[thumb_48_48-width] => 26
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-35x64.png
[thumb_64_64-width] => 35
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-70x128.png
[thumb_128_128-width] => 70
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-36x67.png
[thumb_122_67-width] => 36
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-83x153.png
[thumb_153_153-width] => 83
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-89x163.png
[thumb_130_163-width] => 89
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-96x177.png
[thumb_232_177-width] => 96
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-354x650.png
[thumb_272_325-width] => 354
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-188x346.png
[thumb_271_346-width] => 188
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-147x271.png
[thumb_271_271-width] => 147
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-94x172.png
[thumb_272_172-width] => 94
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-251x461.png
[thumb_372_461-width] => 251
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-272x500.png
[thumb_372_500-width] => 272
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-147x270.png
[thumb_385_270-width] => 147
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-131x241.png
[thumb_416_241-width] => 131
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-223x410.png
[thumb_448_410-width] => 223
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-446x820.png
[thumb_448_410_retina-width] => 446
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-208x382.png
[thumb_574_382-width] => 208
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-215x395.png
[thumb_776_395-width] => 215
[thumb_776_395-height] => 395
) ) )
T1: Treatment #1
Array
(
[0] => Array
(
[ID] => 51047
[id] => 51047
[title] => Screenshot 2023-03-13 at 9.40.30 AM
[filename] => Screenshot-2023-03-13-at-9.40.30-AM.png
[filesize] => 472090
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM.png
[link] => https://www.nextafter.com/experiments/how-adding-value-proposition-language-to-a-direct-appeal-email-impacted-donations/attachment/screenshot-2023-03-13-at-9-40-30-am/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => screenshot-2023-03-13-at-9-40-30-am
[status] => inherit
[uploaded_to] => 49887
[date] => 2023-03-13 14:41:03
[modified] => 2023-03-13 14:41:03
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 758
[height] => 992
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-229x300.png
[medium-width] => 229
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM.png
[medium_large-width] => 640
[medium_large-height] => 838
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM.png
[large-width] => 640
[large-height] => 838
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM.png
[1536x1536-width] => 758
[1536x1536-height] => 992
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM.png
[2048x2048-width] => 758
[2048x2048-height] => 992
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM.png
[tp-image-grid-width] => 535
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-38x50.png
[admin-width] => 38
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM.png
[full-width] => 758
[full-height] => 992
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-372x487.png
[thumb_372-width] => 372
[thumb_372-height] => 487
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-478x625.png
[single_post_thumbnail-width] => 478
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-24x32.png
[thumb_32_32-width] => 24
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-37x48.png
[thumb_48_48-width] => 37
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-49x64.png
[thumb_64_64-width] => 49
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-98x128.png
[thumb_128_128-width] => 98
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-51x67.png
[thumb_122_67-width] => 51
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-117x153.png
[thumb_153_153-width] => 117
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-125x163.png
[thumb_130_163-width] => 125
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-135x177.png
[thumb_232_177-width] => 135
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-497x650.png
[thumb_272_325-width] => 497
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-264x346.png
[thumb_271_346-width] => 264
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-207x271.png
[thumb_271_271-width] => 207
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-131x172.png
[thumb_272_172-width] => 131
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-352x461.png
[thumb_372_461-width] => 352
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-372x487.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 487
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-206x270.png
[thumb_385_270-width] => 206
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-184x241.png
[thumb_416_241-width] => 184
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-313x410.png
[thumb_448_410-width] => 313
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-627x820.png
[thumb_448_410_retina-width] => 627
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-292x382.png
[thumb_574_382-width] => 292
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.30-AM-302x395.png
[thumb_776_395-width] => 302
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 51048
[id] => 51048
[title] => Screenshot 2023-03-13 at 9.40.48 AM
[filename] => Screenshot-2023-03-13-at-9.40.48-AM.png
[filesize] => 299632
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM.png
[link] => https://www.nextafter.com/experiments/how-adding-value-proposition-language-to-a-direct-appeal-email-impacted-donations/attachment/screenshot-2023-03-13-at-9-40-48-am/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => screenshot-2023-03-13-at-9-40-48-am
[status] => inherit
[uploaded_to] => 49887
[date] => 2023-03-13 14:41:43
[modified] => 2023-03-13 14:41:43
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 580
[height] => 1066
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-163x300.png
[medium-width] => 163
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM.png
[medium_large-width] => 580
[medium_large-height] => 1066
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-557x1024.png
[large-width] => 557
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM.png
[1536x1536-width] => 580
[1536x1536-height] => 1066
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM.png
[2048x2048-width] => 580
[2048x2048-height] => 1066
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-580x400.png
[ab-block-post-grid-landscape-width] => 580
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-580x600.png
[ab-block-post-grid-square-width] => 580
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM.png
[tp-image-grid-width] => 381
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-27x50.png
[admin-width] => 27
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM.png
[full-width] => 580
[full-height] => 1066
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-372x684.png
[thumb_372-width] => 372
[thumb_372-height] => 684
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-340x625.png
[single_post_thumbnail-width] => 340
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-17x32.png
[thumb_32_32-width] => 17
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-26x48.png
[thumb_48_48-width] => 26
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-35x64.png
[thumb_64_64-width] => 35
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-70x128.png
[thumb_128_128-width] => 70
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-36x67.png
[thumb_122_67-width] => 36
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-83x153.png
[thumb_153_153-width] => 83
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-89x163.png
[thumb_130_163-width] => 89
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-96x177.png
[thumb_232_177-width] => 96
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-354x650.png
[thumb_272_325-width] => 354
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-188x346.png
[thumb_271_346-width] => 188
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-147x271.png
[thumb_271_271-width] => 147
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-94x172.png
[thumb_272_172-width] => 94
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-251x461.png
[thumb_372_461-width] => 251
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-272x500.png
[thumb_372_500-width] => 272
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-147x270.png
[thumb_385_270-width] => 147
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-131x241.png
[thumb_416_241-width] => 131
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-223x410.png
[thumb_448_410-width] => 223
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-446x820.png
[thumb_448_410_retina-width] => 446
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-208x382.png
[thumb_574_382-width] => 208
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2023-03-13-at-9.40.48-AM-215x395.png
[thumb_776_395-width] => 215
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence |
---|
C: | Control | 0.00% | | |
T1: | Treatment #1 | 1.3% | 100.0% | 98.6% |
This experiment has a required sample size of 301 in order to be valid. Since the experiment had a total sample size of 970, 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:
0% increase in traffic
× 100.0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment resulted in a valid 1.3% increase in donations, with six coming from the treatment and none coming from the control. Although the treatment produced fewer clicks, it did produce a far better donor conversion rate, which is more valuable. This proves that the value proposition-heavy email was more valuable. Those who clicked the treatment email were more aware of the impact The Policy Shop has and why it needs support to continue to have such an impact. They had greater clarity on why The Policy Shop is so important. This clarity and motivation gained from the value proposition in the treatment could not be gained from the control. The experiment stresses the importance of value proposition copy and proves that value proposition should be a strong focus in emails going forward.