The Heritage Foundation

How explaining the value of the membership card to non-members in a fundraising email affects the click-through rate

Experiment ID: #173541

The Heritage Foundation

Founded in 1973, The Heritage Foundation is a research and educational institution—a think tank—whose mission is to formulate and promote conservative public policies based on the principles of free enterprise, limited government, individual freedom, traditional American values, and a strong national defense.

Experiment Summary

Ended On: 03/27/2024

We conducted this email experiment for The Heritage Foundation’s Members Card campaign. The email asked non-members to give, in return, they would receive a Members Card. The email also announces a matching gift opportunity. The conclusion of the email includes a call to action to donate.

We wanted to know if non-members would click more if they were reminded about the value they receive when they donate. The treatment included additional text towards the beginning of the email which explained the value proposition.

Research Question

Including reminder text about the value of a membership card will increase the open rate because it is an additional opportunity to explain the value non-members receive.

Design

C: Control
Array ( [0] => Array ( [ID] => 58990 [id] => 58990 [title] => Control.png [filename] => Control-88.png [filesize] => 166030 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88.png [link] => https://www.nextafter.com/experiments/how-explaining-the-value-of-the-membership-card-to-non-members-in-a-fundraising-email-affects-the-click-through-rate/attachment/control-png-7157/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-7157 [status] => inherit [uploaded_to] => 58977 [date] => 2024-03-27 17:55:19 [modified] => 2024-03-27 17:55:19 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1784 [height] => 738 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-300x124.png [medium-width] => 300 [medium-height] => 124 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-768x318.png [medium_large-width] => 640 [medium_large-height] => 265 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-1024x424.png [large-width] => 640 [large-height] => 265 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-1536x635.png [1536x1536-width] => 1536 [1536x1536-height] => 635 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88.png [2048x2048-width] => 1784 [2048x2048-height] => 738 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-600x400.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-88-600x600.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-88-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-50x21.png [admin-width] => 50 [admin-height] => 21 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88.png [full-width] => 1784 [full-height] => 738 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-372x154.png [thumb_372-width] => 372 [thumb_372-height] => 154 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-980x405.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 405 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-32x13.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 13 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-48x20.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 20 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-64x26.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 26 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-128x53.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 53 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-122x50.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 50 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-153x63.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 63 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-130x54.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 54 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-232x96.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 96 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-544x225.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 225 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-271x112.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 112 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-271x112.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 112 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-272x113.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 113 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-372x154.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 154 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-372x154.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 154 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-385x159.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 159 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-416x172.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 172 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-448x185.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 185 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-896x371.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 371 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-574x237.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 237 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-776x321.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 321 ) ) [1] => Array ( [ID] => 58992 [id] => 58992 [title] => Treatment_#1.png [filename] => Treatment_1-78.png [filesize] => 184073 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78.png [link] => https://www.nextafter.com/experiments/how-explaining-the-value-of-the-membership-card-to-non-members-in-a-fundraising-email-affects-the-click-through-rate/attachment/treatment_1-png-2428/ [alt] => [author] => 0 [description] => [caption] => [name] => treatment_1-png-2428 [status] => inherit [uploaded_to] => 58977 [date] => 2024-03-27 17:55:28 [modified] => 2024-03-27 17:55:28 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1774 [height] => 812 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-300x137.png [medium-width] => 300 [medium-height] => 137 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-768x352.png [medium_large-width] => 640 [medium_large-height] => 293 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-1024x469.png [large-width] => 640 [large-height] => 293 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-1536x703.png [1536x1536-width] => 1536 [1536x1536-height] => 703 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78.png [2048x2048-width] => 1774 [2048x2048-height] => 812 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-600x400.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_1-78-600x600.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_1-78-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-50x23.png [admin-width] => 50 [admin-height] => 23 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78.png [full-width] => 1774 [full-height] => 812 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-372x170.png [thumb_372-width] => 372 [thumb_372-height] => 170 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-980x449.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 449 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-32x15.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 15 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-48x22.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 22 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-64x29.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 29 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-128x59.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 59 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-122x56.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 56 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-153x70.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 70 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-130x60.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 60 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-232x106.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 106 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-544x249.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 249 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-271x124.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 124 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-271x124.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 124 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-272x125.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 125 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-372x170.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 170 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-372x170.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 170 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-385x176.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 176 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-416x190.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 190 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-448x205.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 205 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-896x410.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 410 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-574x263.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 263 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-776x355.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 355 ) ) )
T1: Treatment #1
Array ( [0] => Array ( [ID] => 58990 [id] => 58990 [title] => Control.png [filename] => Control-88.png [filesize] => 166030 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88.png [link] => https://www.nextafter.com/experiments/how-explaining-the-value-of-the-membership-card-to-non-members-in-a-fundraising-email-affects-the-click-through-rate/attachment/control-png-7157/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-7157 [status] => inherit [uploaded_to] => 58977 [date] => 2024-03-27 17:55:19 [modified] => 2024-03-27 17:55:19 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1784 [height] => 738 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-300x124.png [medium-width] => 300 [medium-height] => 124 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-768x318.png [medium_large-width] => 640 [medium_large-height] => 265 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-1024x424.png [large-width] => 640 [large-height] => 265 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-1536x635.png [1536x1536-width] => 1536 [1536x1536-height] => 635 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88.png [2048x2048-width] => 1784 [2048x2048-height] => 738 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-600x400.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-88-600x600.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-88-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-50x21.png [admin-width] => 50 [admin-height] => 21 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88.png [full-width] => 1784 [full-height] => 738 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-372x154.png [thumb_372-width] => 372 [thumb_372-height] => 154 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-980x405.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 405 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-32x13.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 13 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-48x20.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 20 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-64x26.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 26 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-128x53.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 53 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-122x50.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 50 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-153x63.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 63 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-130x54.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 54 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-232x96.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 96 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-544x225.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 225 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-271x112.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 112 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-271x112.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 112 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-272x113.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 113 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-372x154.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 154 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-372x154.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 154 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-385x159.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 159 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-416x172.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 172 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-448x185.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 185 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-896x371.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 371 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-574x237.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 237 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-88-776x321.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 321 ) ) [1] => Array ( [ID] => 58992 [id] => 58992 [title] => Treatment_#1.png [filename] => Treatment_1-78.png [filesize] => 184073 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78.png [link] => https://www.nextafter.com/experiments/how-explaining-the-value-of-the-membership-card-to-non-members-in-a-fundraising-email-affects-the-click-through-rate/attachment/treatment_1-png-2428/ [alt] => [author] => 0 [description] => [caption] => [name] => treatment_1-png-2428 [status] => inherit [uploaded_to] => 58977 [date] => 2024-03-27 17:55:28 [modified] => 2024-03-27 17:55:28 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1774 [height] => 812 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-300x137.png [medium-width] => 300 [medium-height] => 137 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-768x352.png [medium_large-width] => 640 [medium_large-height] => 293 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-1024x469.png [large-width] => 640 [large-height] => 293 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-1536x703.png [1536x1536-width] => 1536 [1536x1536-height] => 703 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78.png [2048x2048-width] => 1774 [2048x2048-height] => 812 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-600x400.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_1-78-600x600.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_1-78-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-50x23.png [admin-width] => 50 [admin-height] => 23 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78.png [full-width] => 1774 [full-height] => 812 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-372x170.png [thumb_372-width] => 372 [thumb_372-height] => 170 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-980x449.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 449 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-32x15.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 15 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-48x22.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 22 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-64x29.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 29 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-128x59.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 59 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-122x56.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 56 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-153x70.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 70 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-130x60.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 60 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-232x106.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 106 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-544x249.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 249 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-271x124.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 124 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-271x124.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 124 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-272x125.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 125 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-372x170.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 170 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-372x170.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 170 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-385x176.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 176 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-416x190.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 190 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-448x205.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 205 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-896x410.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 410 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-574x263.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 263 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-78-776x355.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 355 ) ) )

Results

 Treatment NameClick RateRelative DifferenceConfidence
C: Control 0.29%
T1: Treatment #1 0.29%0.6% 11.0%

This experiment has a required sample size of 75,123,367 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 including reminder text about the value of a membership card can potentially increase the click-through rates for donation emails, as evidenced by the 0.6% increase in Clicks for All Traffic in the treatment group. However, the statistical significance level of 11.0% is below the standard threshold of 85%, indicating that these results may not be reliable for future decision-making.

Note: While the click-through rate increased in the treatment email, the conversion rate had a slightly lower conversion rate.

Moving forward, it is important to continue exploring the impact of including value proposition reminders in donation appeals, perhaps refining the messaging or placement within the email to maximize effectiveness. Additionally, it would be beneficial to conduct further experiments with larger sample sizes to validate the findings and make more informed decisions for future campaigns.


Experiment Documented by NextAfter

Question about experiment #173541

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.