The Navigators
How does addressing someone directly and asking them a personal question affect click-through rate for a high urgency email?
Experiment ID: #165841
The Navigators
Experiment Summary
Ended On: 12/12/2023
The Navigators launched their calendar year campaign with an email that started with a direct statement about how Christians face problems more now than ever before. We decided to test how opening an email with a personalized question to draw them in would affect click-through rate to the donation page.
In previous testing, we’ve seen a more personalized tone perform better because it allows the user to relate to the problem at hand and causes them to engage with the email longer.
Research Question
We believe that starting an email with a personal question for potential donors will achieve a higher click-through rate because it keeps the user engaged and helps them feel more relatable to the situation.
Design
C: Control
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[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-3-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Treatment_1-3-50x17.png
[admin-width] => 50
[admin-height] => 17
[full] => https://www.nextafter.com/wp-content/uploads/Treatment_1-3.png
[full-width] => 1214
[full-height] => 406
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_1-3-372x124.png
[thumb_372-width] => 372
[thumb_372-height] => 124
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-3-980x328.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 328
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-3-32x11.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 11
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-3-48x16.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 16
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-3-64x21.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 21
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-3-128x43.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 43
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-3-122x41.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 41
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-3-153x51.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 51
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-3-130x43.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 43
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-3-232x78.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 78
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-3-544x182.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 182
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-3-271x91.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 91
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-3-271x91.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 91
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-3-272x91.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 91
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[thumb_372_461-width] => 372
[thumb_372_461-height] => 124
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-3-372x124.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 124
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-3-385x129.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 129
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-3-416x139.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 139
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[thumb_448_410-width] => 448
[thumb_448_410-height] => 150
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-3-896x300.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 300
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-3-574x192.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 192
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-3-776x260.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 260
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-3.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 100
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-3.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 134
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-3.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 201
)
)
)
Results
| |
Treatment Name |
Click Rate |
Relative Difference |
Confidence |
| C: |
Control
|
0.12% |
|
|
| T1: |
Treatment #1
|
0.14% |
20.3% |
87.2%
|
This experiment has a required sample size of
172,149 in order to be valid. Since the experiment had a total sample size of
207,863, and
the level of confidence is not above 95%
the experiment results are
not valid.
Key Learnings
The key learning from this experiment is that starting an email with a personal question for potential donors can have a positive impact on click-through rates. The treatment group, which received the personalized question at the beginning of the email, saw a 20.3% increase in Clicks for All Traffic compared to the control group with an 87.2% level of confidence.
Because of these results, we believe that opening an email with a personalized question rather than a direct statement will keep users engaged with the email causing them to be more likely to click the link to donate.
In future experimentation, it would be beneficial to continue testing variations of personalized tones and messaging to optimize click-through rates. Additionally, it would be important to analyze other metrics such as conversions and donations to understand the full impact of the personalized approach. By continuously testing and iterating, we can refine our email strategies to effectively engage potential donors and drive meaningful action.