How not including the monthly donation program name and description affects the email click rate
Experiment ID: #197255
Mountain States Legal Foundation
Experiment Summary
Ended On: 05/15/2025
Mountain States Legal Foundation protects property rights and economic liberty, defends the right to keep and bear arms, champions free speech and association, and upholds the principle of equal protection.
We will ran this test on a high urgency email for supporters to become monthly donors.
Audience: MSLF email house file.
We wanted to know if more people will click to become a monthly donor if we included the monthly donation program name and a description about name , or if it was enough to just ask people to become monthly donors without the program name.
Research Question
Not adding the monthly donation name and description in an email will increase the click rate because the name of the program takes more description to explain than it does to say “become a monthly donor.”
Design
C: Control
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T1: Treatment 1
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.07% | ||
| T1: | Treatment 1 | 0.23% | 252.9% | 99.6% |
This experiment has a required sample size of 4,111 in order to be valid. Since the experiment had a total sample size of 18,126, 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:
252.9% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment by to not adding the monthly donation program name and description in an email led to a significant increase in click rates for all traffic. This demonstrates that simplifying the ask to "become a monthly donor" without overcomplicating it with additional program details can be more effective in driving engagement from supporters. In future experimentation, it would be beneficial to continue testing different variations of messaging to see what resonates best with supporters. This could include testing different language, formatting, and call-to-action strategies to optimize click-through rates and ultimately increase monthly donors. Additionally, applying the principle of simplicity and clarity in messaging could continue to be a successful strategy in driving action from supporters.