How justifying why you sent the email right away affects email acquisition rates
Experiment ID: #41688
NextAfter
Experiment Summary
Timeframe: 12/09/2020 - 12/14/2020
We had previously run an a/b test where we saw that telling a longer personal story was more effective at generating clicks than a brief personal story. But I wondered if actually getting to the point of why we’re emailing right off the bat might be even more effective – while still utilizing a personal tone and format.
Version A led with a personal note about the holiday season and how our family was getting in the Christmas spirit. Version B jumped right to the primary reason I was emailing – to give them a free ebook to increase their year-end revenue.
Research Question
We believe that justifying why we’re sending the email sooner in the copy for our email housefile will achieve more ebook downloads.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 2.7% | ||
| T1: | Treatment #1 | 3.7% | 36.3% | 99.9% |
This experiment has a required sample size of 2,425 in order to be valid. Since the experiment had a total sample size of 13,858, 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
× 36.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
Getting straight to the point and justifying why we are emailing right away led to a 36% increase in people downloading the ebook. In fact, it also led to a valid increase in every key metric: opens, clicks, and conversions (see below). While we have clearly seen the power of being human and personal in email marketing, this experiment shows us that our subscribers are looking at their inbox and engaging with emails that they consider to be important, helpful, and valuable. As a result, our email envelope and copy need to clearly convey the value of the content we're sharing.
- 7.1% increase in email opens (99% LOC)
- 32.4% increase in clicks (99% LOC)