How does following up a direct mail renewal note with an email impact conversions
Experiment ID: #171182
First Baptist Dallas
Experiment Summary
Ended On: 03/04/2024
Pathway to Victory is the broadcast ministry of First Dallas.
6 times a year, PTV puts out Pathway Magazine. A resource that includes daily devotionals for 2 months, articles by Dr. Jeffress and opportunities to learn about PTV’s newest books.
An individual can sign up to receive 3 free issues of Pathway Magazine, but on the 3rd issue, PTV attaches a message that this is the last issue unless a missional gift of $20 is made to support PTV.
The effectiveness of this note has been minimal, therefore we decided to test to see if a follow-up email would generate additional renewals.
Research Question
We believe that by sending a follow up email for Pathway Magazine subscribers that are ready for renewal will achieve a higher conversion rate because this is an additional touch point to the direct mail note.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 59390
[id] => 59390
[title] => Control.png
[filename] => Control-41.png
[filesize] => 51723
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41.png
[link] => https://www.nextafter.com/experiments/how-does-following-up-a-direct-mail-renewal-note-with-an-email-impact-conversions/attachment/control-png-7271/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-7271
[status] => inherit
[uploaded_to] => 58555
[date] => 2024-04-15 22:27:26
[modified] => 2024-04-15 22:27:26
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1080
[height] => 1080
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-300x300.png
[medium-width] => 300
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-768x768.png
[medium_large-width] => 640
[medium_large-height] => 640
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-1024x1024.png
[large-width] => 640
[large-height] => 640
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41.png
[1536x1536-width] => 1080
[1536x1536-height] => 1080
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41.png
[2048x2048-width] => 1080
[2048x2048-height] => 1080
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-600x400.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/Control-41-600x600.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/Control-41-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-50x50.png
[admin-width] => 50
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41.png
[full-width] => 1080
[full-height] => 1080
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-372x372.png
[thumb_372-width] => 372
[thumb_372-height] => 372
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-625x625.png
[single_post_thumbnail-width] => 625
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-32x32.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-48x48.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-64x64.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-128x128.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-67x67.png
[thumb_122_67-width] => 67
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-153x153.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-130x130.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 130
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-177x177.png
[thumb_232_177-width] => 177
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-544x544.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 544
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-271x271.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 271
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-271x271.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-172x172.png
[thumb_272_172-width] => 172
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-372x372.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 372
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-372x372.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 372
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-270x270.png
[thumb_385_270-width] => 270
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-241x241.png
[thumb_416_241-width] => 241
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-410x410.png
[thumb_448_410-width] => 410
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-820x820.png
[thumb_448_410_retina-width] => 820
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-382x382.png
[thumb_574_382-width] => 382
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-395x395.png
[thumb_776_395-width] => 395
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 59391
[id] => 59391
[title] => Treatment_#1.png
[filename] => Treatment_1.png
[filesize] => 61982
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1.png
[link] => https://www.nextafter.com/experiments/how-does-following-up-a-direct-mail-renewal-note-with-an-email-impact-conversions/attachment/treatment_1-png-2481/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-png-2481
[status] => inherit
[uploaded_to] => 58555
[date] => 2024-04-15 22:27:33
[modified] => 2024-04-15 22:27:33
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1080
[height] => 1080
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-300x300.png
[medium-width] => 300
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-768x768.png
[medium_large-width] => 640
[medium_large-height] => 640
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1024x1024.png
[large-width] => 640
[large-height] => 640
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1.png
[1536x1536-width] => 1080
[1536x1536-height] => 1080
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1.png
[2048x2048-width] => 1080
[2048x2048-height] => 1080
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-600x400.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/Treatment_1-600x600.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/Treatment_1-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-50x50.png
[admin-width] => 50
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1.png
[full-width] => 1080
[full-height] => 1080
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-372x372.png
[thumb_372-width] => 372
[thumb_372-height] => 372
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-625x625.png
[single_post_thumbnail-width] => 625
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-32x32.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-48x48.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-64x64.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-128x128.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-67x67.png
[thumb_122_67-width] => 67
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-153x153.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-130x130.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 130
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-177x177.png
[thumb_232_177-width] => 177
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-544x544.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 544
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-271x271.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 271
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-271x271.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-172x172.png
[thumb_272_172-width] => 172
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-372x372.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 372
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-372x372.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 372
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-270x270.png
[thumb_385_270-width] => 270
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-241x241.png
[thumb_416_241-width] => 241
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-410x410.png
[thumb_448_410-width] => 410
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-820x820.png
[thumb_448_410_retina-width] => 820
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-382x382.png
[thumb_574_382-width] => 382
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-395x395.png
[thumb_776_395-width] => 395
[thumb_776_395-height] => 395
) ) )
T1: Treatment #1
Array
(
[0] => Array
(
[ID] => 59390
[id] => 59390
[title] => Control.png
[filename] => Control-41.png
[filesize] => 51723
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41.png
[link] => https://www.nextafter.com/experiments/how-does-following-up-a-direct-mail-renewal-note-with-an-email-impact-conversions/attachment/control-png-7271/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-7271
[status] => inherit
[uploaded_to] => 58555
[date] => 2024-04-15 22:27:26
[modified] => 2024-04-15 22:27:26
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1080
[height] => 1080
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-300x300.png
[medium-width] => 300
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-768x768.png
[medium_large-width] => 640
[medium_large-height] => 640
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-1024x1024.png
[large-width] => 640
[large-height] => 640
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41.png
[1536x1536-width] => 1080
[1536x1536-height] => 1080
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41.png
[2048x2048-width] => 1080
[2048x2048-height] => 1080
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-600x400.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/Control-41-600x600.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/Control-41-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-50x50.png
[admin-width] => 50
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41.png
[full-width] => 1080
[full-height] => 1080
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-372x372.png
[thumb_372-width] => 372
[thumb_372-height] => 372
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-625x625.png
[single_post_thumbnail-width] => 625
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-32x32.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-48x48.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-64x64.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-128x128.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-67x67.png
[thumb_122_67-width] => 67
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-153x153.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-130x130.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 130
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-177x177.png
[thumb_232_177-width] => 177
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-544x544.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 544
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-271x271.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 271
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-271x271.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-172x172.png
[thumb_272_172-width] => 172
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-372x372.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 372
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-372x372.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 372
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-270x270.png
[thumb_385_270-width] => 270
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-241x241.png
[thumb_416_241-width] => 241
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-410x410.png
[thumb_448_410-width] => 410
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-820x820.png
[thumb_448_410_retina-width] => 820
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-382x382.png
[thumb_574_382-width] => 382
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-41-395x395.png
[thumb_776_395-width] => 395
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 59391
[id] => 59391
[title] => Treatment_#1.png
[filename] => Treatment_1.png
[filesize] => 61982
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1.png
[link] => https://www.nextafter.com/experiments/how-does-following-up-a-direct-mail-renewal-note-with-an-email-impact-conversions/attachment/treatment_1-png-2481/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-png-2481
[status] => inherit
[uploaded_to] => 58555
[date] => 2024-04-15 22:27:33
[modified] => 2024-04-15 22:27:33
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1080
[height] => 1080
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-300x300.png
[medium-width] => 300
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-768x768.png
[medium_large-width] => 640
[medium_large-height] => 640
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1024x1024.png
[large-width] => 640
[large-height] => 640
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1.png
[1536x1536-width] => 1080
[1536x1536-height] => 1080
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1.png
[2048x2048-width] => 1080
[2048x2048-height] => 1080
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-600x400.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/Treatment_1-600x600.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/Treatment_1-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-50x50.png
[admin-width] => 50
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1.png
[full-width] => 1080
[full-height] => 1080
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-372x372.png
[thumb_372-width] => 372
[thumb_372-height] => 372
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-625x625.png
[single_post_thumbnail-width] => 625
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-32x32.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-48x48.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-64x64.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-128x128.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-67x67.png
[thumb_122_67-width] => 67
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-153x153.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-130x130.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 130
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-177x177.png
[thumb_232_177-width] => 177
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-544x544.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 544
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-271x271.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 271
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-271x271.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-172x172.png
[thumb_272_172-width] => 172
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-372x372.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 372
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-372x372.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 372
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-270x270.png
[thumb_385_270-width] => 270
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-241x241.png
[thumb_416_241-width] => 241
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-410x410.png
[thumb_448_410-width] => 410
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-820x820.png
[thumb_448_410_retina-width] => 820
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-382x382.png
[thumb_574_382-width] => 382
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-395x395.png
[thumb_776_395-width] => 395
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.45% | ||
| T1: | Treatment #1 | 1.0% | 132.1% | 99.2% |
This experiment has a required sample size of 1,591 in order to be valid. Since the experiment had a total sample size of 6,000, 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
× 132.1% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this A/B experiment conducted by Pathway to Victory is that sending a follow-up email to Pathway Magazine subscribers who are due for renewal significantly increased donations compared to the traditional direct mail note. The treatment group, which received the follow-up email, experienced a 132.1% increase in donations with a 99.2% statistical level of confidence.
This experiment demonstrates the importance of utilizing multiple touchpoints to engage with subscribers and donors. By incorporating email communication as a follow-up to direct mail efforts, organizations like Pathway to Victory can enhance donor retention and increase overall engagement.
Key points of this experiment.
- Only contacts with email addresses were included in the experiment
- Donations are all donations given either through direct mail or email
- Treatment saw 17 gifts through direct mail, 12 gifts through email, and 1 donor contributed via email and direct mail for this appeal