How addressing one specific problem in a fundraising email affects the click-through rate for members
Experiment ID: #173356
The Heritage Foundation
Experiment Summary
Ended On: 03/25/2024
We conducted this email experiment for The Heritage Foundation’s Members Card campaign. The email asked members to give and in return, they would receive a Members Card. The conclusion of the email includes a call to action to donate.
We wanted to know if describing one issue America faces instead of three issues would encourage members to click. The control mentioned three issues while the treatment focused on one. The issues were mentioned in the body of the email and in the call to action.
Research Question
Addressing a specific problem/issue will increase the click-through rate because members have a clearer understanding of the problem they will help solve.
Design
C: Control
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)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.27% | ||
| T1: | Treatment #1 | 0.31% | 13.5% | 57.4% |
This experiment has a required sample size of 165,588 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
The key learning from this experiment is that addressing a specific problem/issue in an email campaign can potentially increase the click-through rate. In this case, the treatment focusing on one issue saw a 13.5% increase in clicks compared to the control that mentioned three issues. This indicates that providing a clear and specific understanding of the problem members will help solve can be more impactful in encouraging action. Note: The donation conversion rate for the treatment email also experienced a slight increase. However, it's important to note that the statistical level of confidence for this result is 57.4%, which is below the generally accepted threshold of 85% for statistical significance. Therefore, these results should not be considered valid for future decision-making. In future experimentation, it would be beneficial to continue testing the impact of addressing specific issues versus multiple issues in email campaigns. By conducting further experiments with a larger sample size or different variations, we can gather more conclusive data on whether this approach effectively increases engagement and donations. Additionally, it may be helpful to explore other factors such as the framing of the issue, the language used, or the placement within the email to further optimize campaign effectiveness.