How does a HTML vs plain text style email performs
Experiment ID: #170381
Moody Radio
Experiment Summary
Ended On: 02/23/2024
Moody as an organization has historically sent very templated, marketing-style emails. For this test, we wanted to see if striping down the HTML to be plain text would increase engagement within the email itself.
Research Question
We believe that making an email look less like a mass marketing email for people who receive email communications will achieve a higher engagement rate because it will feel like a 1-on-1 email instead of a mass marketing email. .
Design
C: Control
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.2% | ||
| T1: | Treatment #1 | 1.9% | 57.2% | 100.0% |
This experiment has a required sample size of 2,515 in order to be valid. Since the experiment had a total sample size of 28,053, 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:
57.2% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that stripping down the HTML to a plain text format resulted in a 57.2% increase in clicks for all traffic compared to the traditional templated, marketing-style email. This suggests that creating emails that appear more personalized and less like mass marketing communications may lead to higher engagement rates. In future experimentation, it would be beneficial to continue testing different email formats to see how they impact engagement. The next step of this test could be removing the signature at the bottom.