How mentioning a match offer sooner in a fundraising email to members affects the click-through and conversion rate
Experiment ID: #173695
The Heritage Foundation
Experiment Summary
Ended On: 03/28/2024
We conducted this email experiment for The Heritage Foundation’s Members Card campaign. The email asked 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 members would click if the matching gift offer was placed earlier in the body of the email. The treatment included a one-sentence call-to-action that mentioned the matching gift opportunity after the second paragraph of the email.
Research Question
Adding the match gift offer sooner in a fundraising email to members will increase the click-through rate because the incentive to give is given greater emphasis.
Design
C: Control
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)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.54% | ||
| T1: | Treatment #1 | 0.52% | -3.6% | 23.9% |
This experiment has a required sample size of 1,102,821 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 adding the matching gift offer earlier in a fundraising email did not increase the click-through rate as hypothesized. In fact, the treatment saw a slight decrease in clicks compared to the control. However, the statistical confidence level of 23.9% is below the recommended threshold of 85%, indicating that these results are not valid and should not be used for future decision-making. Note: While the click-through rate decreased in the treatment email, the conversion rate increased slightly. In future experimentation, it is important to consider the placement of incentives like matching gift offers in fundraising emails carefully. While the hypothesis in this experiment did not hold true, it does not mean that emphasizing incentives early in emails is ineffective across the board. It may be worth testing different messaging strategies, placements, or types of incentives to see what resonates most with members and drives higher engagement. Additionally, ensuring a higher level of statistical confidence in results before concluding is crucial for making informed decisions based on experimentation.