How personal email copy affects clickthrough rate
Experiment ID: #3423
Jews for Jesus
Jews for Jesus exists to make the messiahship of Jesus an unavoidable issue to the Jewish people worldwide, utilizing creative evangelistic methods to reach the Jewish community and spread the good news of Jesus Christ.
Experiment Summary
Timeframe: 03/08/2016 - 03/14/2016
Jews for Jesus had a process in place to convert direct mail letters to eAppeals, which they sent on a monthly basis to their email file. While this raised money and kept digital donors engaged, they hypothesized that the tone of a direct mail piece wasn’t really aligning with the medium of email.
So while keeping the value proposition of the email intact, they completely rewrote it with a conversational tone. They also stripped all the elements of branding out of the email to make it seem like it came from a person, rather than email marketing software. Finally, they inserted personalization throughout the appeal.
Then, they split-tested this with their email file, dividing it in half to make sure they could validate a result.
Research Question
Will a personal tone with personalized copy increase clickthrough rate?
Design
C: Control
Array
(
[0] => Array
(
[ID] => 12536
[id] => 12536
[title] => general-email-1.jpg
[filename] => general-email-1.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1.jpg
[link] => https://www.nextafter.com/experiments/how-human-personalized-email-copy-affects-clickthrough-rate/attachment/general-email-1-jpg/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => general-email-1-jpg
[status] => inherit
[uploaded_to] => 12535
[date] => 2021-02-25 00:59:16
[modified] => 2021-02-25 00:59:16
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 554
[height] => 968
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-172x300.jpg
[medium-width] => 172
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1.jpg
[medium_large-width] => 554
[medium_large-height] => 968
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1.jpg
[large-width] => 554
[large-height] => 968
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1.jpg
[1536x1536-width] => 554
[1536x1536-height] => 968
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1.jpg
[2048x2048-width] => 554
[2048x2048-height] => 968
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-554x400.jpg
[ab-block-post-grid-landscape-width] => 554
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-554x600.jpg
[ab-block-post-grid-square-width] => 554
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1.jpg
[tp-image-grid-width] => 401
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-29x50.jpg
[admin-width] => 29
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1.jpg
[full-width] => 554
[full-height] => 968
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-372x650.jpg
[thumb_372-width] => 372
[thumb_372-height] => 650
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-358x625.jpg
[single_post_thumbnail-width] => 358
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-18x32.jpg
[thumb_32_32-width] => 18
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-27x48.jpg
[thumb_48_48-width] => 27
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-37x64.jpg
[thumb_64_64-width] => 37
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-73x128.jpg
[thumb_128_128-width] => 73
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-38x67.jpg
[thumb_122_67-width] => 38
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-88x153.jpg
[thumb_153_153-width] => 88
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-93x163.jpg
[thumb_130_163-width] => 93
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-101x177.jpg
[thumb_232_177-width] => 101
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-372x650.jpg
[thumb_272_325-width] => 372
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-198x346.jpg
[thumb_271_346-width] => 198
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-155x271.jpg
[thumb_271_271-width] => 155
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-98x172.jpg
[thumb_272_172-width] => 98
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-264x461.jpg
[thumb_372_461-width] => 264
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-286x500.jpg
[thumb_372_500-width] => 286
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-155x270.jpg
[thumb_385_270-width] => 155
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-138x241.jpg
[thumb_416_241-width] => 138
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-235x410.jpg
[thumb_448_410-width] => 235
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-469x820.jpg
[thumb_448_410_retina-width] => 469
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-219x382.jpg
[thumb_574_382-width] => 219
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-226x395.jpg
[thumb_776_395-width] => 226
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 12537
[id] => 12537
[title] => personal-email-1.jpg
[filename] => personal-email-1.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1.jpg
[link] => https://www.nextafter.com/experiments/how-human-personalized-email-copy-affects-clickthrough-rate/attachment/personal-email-1-jpg/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => personal-email-1-jpg
[status] => inherit
[uploaded_to] => 12535
[date] => 2021-02-25 01:01:24
[modified] => 2021-02-25 01:01:24
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 513
[height] => 900
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-171x300.jpg
[medium-width] => 171
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1.jpg
[medium_large-width] => 513
[medium_large-height] => 900
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1.jpg
[large-width] => 513
[large-height] => 900
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1.jpg
[1536x1536-width] => 513
[1536x1536-height] => 900
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1.jpg
[2048x2048-width] => 513
[2048x2048-height] => 900
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-513x400.jpg
[ab-block-post-grid-landscape-width] => 513
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-513x600.jpg
[ab-block-post-grid-square-width] => 513
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1.jpg
[tp-image-grid-width] => 399
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-29x50.jpg
[admin-width] => 29
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1.jpg
[full-width] => 513
[full-height] => 900
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-372x653.jpg
[thumb_372-width] => 372
[thumb_372-height] => 653
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-356x625.jpg
[single_post_thumbnail-width] => 356
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-18x32.jpg
[thumb_32_32-width] => 18
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-27x48.jpg
[thumb_48_48-width] => 27
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-36x64.jpg
[thumb_64_64-width] => 36
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-73x128.jpg
[thumb_128_128-width] => 73
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-38x67.jpg
[thumb_122_67-width] => 38
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-87x153.jpg
[thumb_153_153-width] => 87
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-93x163.jpg
[thumb_130_163-width] => 93
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-101x177.jpg
[thumb_232_177-width] => 101
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-371x650.jpg
[thumb_272_325-width] => 371
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-197x346.jpg
[thumb_271_346-width] => 197
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-154x271.jpg
[thumb_271_271-width] => 154
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-98x172.jpg
[thumb_272_172-width] => 98
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-263x461.jpg
[thumb_372_461-width] => 263
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-285x500.jpg
[thumb_372_500-width] => 285
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-154x270.jpg
[thumb_385_270-width] => 154
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-137x241.jpg
[thumb_416_241-width] => 137
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-234x410.jpg
[thumb_448_410-width] => 234
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-467x820.jpg
[thumb_448_410_retina-width] => 467
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-218x382.jpg
[thumb_574_382-width] => 218
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-225x395.jpg
[thumb_776_395-width] => 225
[thumb_776_395-height] => 395
) ) )
T1: Treatment 1
Array
(
[0] => Array
(
[ID] => 12536
[id] => 12536
[title] => general-email-1.jpg
[filename] => general-email-1.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1.jpg
[link] => https://www.nextafter.com/experiments/how-human-personalized-email-copy-affects-clickthrough-rate/attachment/general-email-1-jpg/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => general-email-1-jpg
[status] => inherit
[uploaded_to] => 12535
[date] => 2021-02-25 00:59:16
[modified] => 2021-02-25 00:59:16
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 554
[height] => 968
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-172x300.jpg
[medium-width] => 172
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1.jpg
[medium_large-width] => 554
[medium_large-height] => 968
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1.jpg
[large-width] => 554
[large-height] => 968
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1.jpg
[1536x1536-width] => 554
[1536x1536-height] => 968
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1.jpg
[2048x2048-width] => 554
[2048x2048-height] => 968
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-554x400.jpg
[ab-block-post-grid-landscape-width] => 554
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-554x600.jpg
[ab-block-post-grid-square-width] => 554
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1.jpg
[tp-image-grid-width] => 401
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-29x50.jpg
[admin-width] => 29
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1.jpg
[full-width] => 554
[full-height] => 968
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-372x650.jpg
[thumb_372-width] => 372
[thumb_372-height] => 650
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-358x625.jpg
[single_post_thumbnail-width] => 358
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-18x32.jpg
[thumb_32_32-width] => 18
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-27x48.jpg
[thumb_48_48-width] => 27
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-37x64.jpg
[thumb_64_64-width] => 37
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-73x128.jpg
[thumb_128_128-width] => 73
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-38x67.jpg
[thumb_122_67-width] => 38
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-88x153.jpg
[thumb_153_153-width] => 88
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-93x163.jpg
[thumb_130_163-width] => 93
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-101x177.jpg
[thumb_232_177-width] => 101
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-372x650.jpg
[thumb_272_325-width] => 372
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-198x346.jpg
[thumb_271_346-width] => 198
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-155x271.jpg
[thumb_271_271-width] => 155
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-98x172.jpg
[thumb_272_172-width] => 98
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-264x461.jpg
[thumb_372_461-width] => 264
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-286x500.jpg
[thumb_372_500-width] => 286
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-155x270.jpg
[thumb_385_270-width] => 155
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-138x241.jpg
[thumb_416_241-width] => 138
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-235x410.jpg
[thumb_448_410-width] => 235
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-469x820.jpg
[thumb_448_410_retina-width] => 469
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-219x382.jpg
[thumb_574_382-width] => 219
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/general-email-1-226x395.jpg
[thumb_776_395-width] => 226
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 12537
[id] => 12537
[title] => personal-email-1.jpg
[filename] => personal-email-1.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1.jpg
[link] => https://www.nextafter.com/experiments/how-human-personalized-email-copy-affects-clickthrough-rate/attachment/personal-email-1-jpg/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => personal-email-1-jpg
[status] => inherit
[uploaded_to] => 12535
[date] => 2021-02-25 01:01:24
[modified] => 2021-02-25 01:01:24
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 513
[height] => 900
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-171x300.jpg
[medium-width] => 171
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1.jpg
[medium_large-width] => 513
[medium_large-height] => 900
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1.jpg
[large-width] => 513
[large-height] => 900
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1.jpg
[1536x1536-width] => 513
[1536x1536-height] => 900
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1.jpg
[2048x2048-width] => 513
[2048x2048-height] => 900
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-513x400.jpg
[ab-block-post-grid-landscape-width] => 513
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-513x600.jpg
[ab-block-post-grid-square-width] => 513
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1.jpg
[tp-image-grid-width] => 399
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-29x50.jpg
[admin-width] => 29
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1.jpg
[full-width] => 513
[full-height] => 900
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-372x653.jpg
[thumb_372-width] => 372
[thumb_372-height] => 653
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-356x625.jpg
[single_post_thumbnail-width] => 356
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-18x32.jpg
[thumb_32_32-width] => 18
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-27x48.jpg
[thumb_48_48-width] => 27
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-36x64.jpg
[thumb_64_64-width] => 36
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-73x128.jpg
[thumb_128_128-width] => 73
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-38x67.jpg
[thumb_122_67-width] => 38
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-87x153.jpg
[thumb_153_153-width] => 87
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-93x163.jpg
[thumb_130_163-width] => 93
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-101x177.jpg
[thumb_232_177-width] => 101
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-371x650.jpg
[thumb_272_325-width] => 371
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-197x346.jpg
[thumb_271_346-width] => 197
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-154x271.jpg
[thumb_271_271-width] => 154
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-98x172.jpg
[thumb_272_172-width] => 98
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-263x461.jpg
[thumb_372_461-width] => 263
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-285x500.jpg
[thumb_372_500-width] => 285
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-154x270.jpg
[thumb_385_270-width] => 154
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-137x241.jpg
[thumb_416_241-width] => 137
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-234x410.jpg
[thumb_448_410-width] => 234
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-467x820.jpg
[thumb_448_410_retina-width] => 467
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-218x382.jpg
[thumb_574_382-width] => 218
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/personal-email-1-225x395.jpg
[thumb_776_395-width] => 225
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.21% | ||
| T1: | Treatment 1 | 0.44% | 109.2% | 100.0% |
This experiment has a required sample size of 4,750 in order to be valid. Since the experiment had a total sample size of 119,721, 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:
109.2% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The new email produced a 109.2% increase in clickthrough rate. This provided insightful learnings about the Jews for Jesus digital donor:
- They respond when they feel personally engaged.
- They respond to emails that feel like they come from people, rather than email marketing machines.
This is difficult to do in direct mail, but the email provides many great ways to personalize communications. This points a way forward for all emails to be “high-touch”.