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The Navigators

How introducing a new email sender in the beginning of an email appeal affects donor conversion rates

Experiment ID: #195607

The Navigators

Experiment Summary

Ended On: 02/26/2025

This experiment was conducted as part of The Navigators’ kickoff email for their Sustainers Campaign, which aimed to acquire new recurring donors.

The test was designed to evaluate whether introducing a new sender at the beginning of the email appeal would increase donor conversion rates. Given that email engagement plays a crucial role in fundraising success, we wanted to explore whether a fresh or recognizable sender could capture attention, build trust, and drive more donations.

The decision to run this experiment was driven by the need to optimize email performance and maximize donor acquisition at the start of the campaign.

Research Question

We believe that introducing a new sender at the beginning of an email appeal for email subscribers will achieve an increase in donor conversion rate because it will create a sense of novelty and engagement, capturing the recipient’s attention more effectively.

Design

C: Control
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T1: Treatment #1
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Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 5.5%
T1: Treatment #1 7.7% 41.8% 64.7%

This experiment has a required sample size of 903 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 learnings from this experiment are as follows: 1. **Introducing a new sender at the beginning of an email appeal can lead to an increase in donor conversion rates**: The treatment, which featured a new sender introducing themselves at the start of the email, resulted in a 41.8% increase in donations. This suggests that changing up the sender in email appeals can have a positive impact on donor engagement. 2. **Confidence in the results**: While the increase in donations was significant, the statistical confidence level was only 64.7%, which is below the generally accepted threshold of 95%. This means that the results cannot be considered completely reliable or valid for future decision making. In future experimentation, it is important to consider the following: 1. **Continue testing with different sender introductions**: The positive impact of introducing a new sender indicates that further experimentation with different sender personas, introductions, and stories could continue to be beneficial. Testing a variety of approaches can help identify the most effective ways to connect with donors and drive donations. 2. **Increase sample size for higher confidence**: To ensure more reliable results in future experiments, it may be necessary to increase the sample size. This can help boost the statistical confidence level and provide clearer insights into the effectiveness of different email strategies. 3. **Iterate and refine based on learnings**: While the results of this experiment may not be conclusive, the learnings can still be valuable in shaping future email campaigns. Take the insights gained from this experiment, such as the impact of a new sender introduction, and incorporate them into future iterations of email appeals to continue optimizing donor engagement and conversion rates.

Experiment Documented by NextAfter

Question about experiment #195607

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