How an actionable and enticing subject line impacts clicks
Experiment ID: #169454
Luther Seminary
Experiment Summary
Timeframe: 02/08/2024 - 02/21/2024
Luther Seminary sent an article in a cultivation email about three steps to deepen your connection with God, neighbors, and community. We tested using a more actionable subject like impacted clicks to see if it encouraged more people to click to read the article.
Research Question
We believe that using a more actionable subject line in a cultivation housefile email will achieve more clicks because it create more curiosity .
Design
C: Connection with God, Neighbors, and Community
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T1: three steps to deepen your relationships…
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Connection with God, Neighbors, and Community | 2.2% | ||
| T1: | three steps to deepen your relationships… | 2.1% | -2.5% | 22.9% |
This experiment has a required sample size of 563,082 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 learnings from this experiment are as follows: 1. The treatment, which used a more actionable subject line, did not perform better than the control in terms of Clicks for All Traffic. In fact, it experienced a 2.5% decrease in clicks. 3. The statistical level of confidence for the Clicks for All Traffic results was only 22.9%, meaning that these results cannot be considered valid and should not be used for future decision-making. In future experiments, it is important to consider the following: 1. While creating more actionable subject lines may increase open rates, it may not necessarily lead to more clicks. It is important to strike a balance between creating curiosity and providing clear information in the subject line. 2. It is crucial to ensure a higher level of statistical confidence in the results before making any conclusions or decisions based on the outcome of the experiment. 3. Further experimentation and testing may be needed to fully understand the impact of different subject line strategies on email performance.