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The Navigators

How including specific goals and stats in an email affects click-through rate

Experiment ID: #194094

The Navigators

Experiment Summary

Ended On: 12/18/2024

This experiment involved testing email copy for The Navigators’ donor appeals in their calendar year-end campaign. The test was conducted within an email campaign sent to existing and prospective donors, comparing two variations: the Control copy, which used general language about the impact of donations, and the Treatment copy, which included specific statistics and measurable goals for 2025.

This experiment was prompted by the desire to understand whether more detailed and concrete information about The Navigators’ progress and goals would resonate more effectively with donors. The idea stemmed from the assumption that presenting measurable outcomes and future plans would create a stronger emotional and logical connection, leading to higher engagement and click-through rates. Additionally, recent donor feedback highlighted a preference for knowing the direct impact of their contributions, which further inspired the inclusion of these stats and goals in the Treatment copy.

Research Question

We believe that including stats and goals for 2025 will increase click-through rate because specific and measurable outcomes demonstrate the tangible impact of a donor’s gift, making the appeal more compelling and actionable.

Design

C: Control
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T1: Treatment #1
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54 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-98-153x68.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 68 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-98-130x57.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 57 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-98-232x102.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 102 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-98-544x240.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 240 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-98-271x120.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 120 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-98-271x120.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 120 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-98-272x120.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 120 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-98-372x164.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 164 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-98-372x164.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 164 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-98-385x170.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 170 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-98-416x184.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 184 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-98-448x198.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 198 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-98-896x396.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 396 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-98-574x253.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 253 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-98-776x343.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 343 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-98.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 132 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-98.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 177 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-98.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 265 ) ) )

Results

  Treatment Name Click Rate Relative Difference Confidence
C: Control 0.06%
T1: Treatment #1 0.08% 30.4% 87.6%

This experiment has a required sample size of 162,490 in order to be valid. Since the experiment had a total sample size of 200,648, 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 including specific statistics and measurable goals for the future in donor appeals can significantly increase the click-through rate compared to using general language about the impact of donations. The Treatment copy, which contained detailed information about the organization's progress and goals for 2025, outperformed the Control copy with a 30.4% increase in Clicks for All Traffic with an 87% level of confidence. Additionally, we saw the treatment group increase donor conversion rate by 27% but with only a 48% level of confidence. In future experimentation, it would be beneficial to continue testing the impact of including specific and measurable outcomes in donor appeals to further validate these findings. It would also be valuable to explore how different types of statistics and goals resonate with donors, as well as the optimal way to present this information for maximum effectiveness. Additionally, considering donor feedback and preferences when crafting email copy and appeals can help tailor messages to better meet their expectations and motivations for giving. Overall, these results suggest that donors respond positively to concrete data and future plans, indicating that this strategy may enhance donor engagement and support for The Navigators. Further experimentation and refinement of this approach can help optimize future fundraising efforts and drive continued success in connecting with donors.

Experiment Documented by NextAfter

Question about experiment #194094

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