How removing an image from an email impacts clicks-through
Experiment ID: #5824
Live Action
Experiment Summary
Timeframe: 01/22/2017 - 12/23/2016
During Live Action’s year-end campaign, they sent a series of emails asking people to support their mission and give a gift to their organization. One of the emails in the campaign was a story about a baby boy named Jaxon whose parents decided against abortion when they found out he had a disease. To reinforce the message and bring a more personal connection to the story they included a picture of baby Jaxon in the control email. We hypothesized that by removing the picture, we would be able to make the email feel more genuine and believable that a person, and not an organization, had sent this email.
Research Question
Would removing the picture from the email motivate more people to click-through to the landing page?
Design
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[thumb_448_410_retina-width] => 283
[thumb_448_410_retina-height] => 820
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[thumb_574_382-width] => 132
[thumb_574_382-height] => 382
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[thumb_776_395-width] => 136
[thumb_776_395-height] => 395
) ) [1] => Array
(
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[id] => 13245
[title] => Shorter_Copy-1.png
[filename] => Shorter_Copy-1.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Shorter_Copy-1.png
[link] => https://www.nextafter.com/experiments/how-removing-an-image-from-an-email-impacts-clicks-through/attachment/shorter_copy-1-png/
[alt] =>
[author] => 9
[description] =>
[caption] =>
[name] => shorter_copy-1-png
[status] => inherit
[uploaded_to] => 13243
[date] => 2021-02-25 05:46:38
[modified] => 2021-02-25 05:46:38
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 800
[height] => 1756
[sizes] => Array
(
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[thumbnail-width] => 150
[thumbnail-height] => 150
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[medium_large-height] => 1405
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[large-width] => 467
[large-height] => 1024
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[1536x1536-height] => 1536
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[2048x2048-width] => 800
[2048x2048-height] => 1756
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Shorter_Copy-1-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Shorter_Copy-1-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Shorter_Copy-1.png
[tp-image-grid-width] => 319
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Shorter_Copy-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Shorter_Copy-1-23x50.png
[admin-width] => 23
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Shorter_Copy-1.png
[full-width] => 800
[full-height] => 1756
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[thumb_372-width] => 372
[thumb_372-height] => 817
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Shorter_Copy-1-285x625.png
[single_post_thumbnail-width] => 285
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Shorter_Copy-1-15x32.png
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
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[thumb_48_48-width] => 22
[thumb_48_48-height] => 48
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[thumb_64_64-width] => 29
[thumb_64_64-height] => 64
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[thumb_128_128-width] => 58
[thumb_128_128-height] => 128
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[thumb_122_67-width] => 31
[thumb_122_67-height] => 67
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[thumb_153_153-width] => 70
[thumb_153_153-height] => 153
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[thumb_130_163-width] => 74
[thumb_130_163-height] => 163
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[thumb_232_177-width] => 81
[thumb_232_177-height] => 177
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[thumb_272_325-width] => 296
[thumb_272_325-height] => 650
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[thumb_271_346-width] => 158
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Shorter_Copy-1-123x271.png
[thumb_271_271-width] => 123
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Shorter_Copy-1-78x172.png
[thumb_272_172-width] => 78
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Shorter_Copy-1-210x461.png
[thumb_372_461-width] => 210
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Shorter_Copy-1-228x500.png
[thumb_372_500-width] => 228
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Shorter_Copy-1-123x270.png
[thumb_385_270-width] => 123
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Shorter_Copy-1-110x241.png
[thumb_416_241-width] => 110
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Shorter_Copy-1-187x410.png
[thumb_448_410-width] => 187
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Shorter_Copy-1-374x820.png
[thumb_448_410_retina-width] => 374
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Shorter_Copy-1-174x382.png
[thumb_574_382-width] => 174
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Shorter_Copy-1-180x395.png
[thumb_776_395-width] => 180
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Long Copy with images | 0.24% | ||
| T1: | Shorter Copy | 0.37% | 53.9% | 100.0% |
This experiment has a required sample size of 13,819 in order to be valid. Since the experiment had a total sample size of 147,146, 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:
53.9% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The email version without the picture of the baby had an increase in clicks by 54%. By removing the image in the email, we were able to make the email look and feel more authentic – as if the sender personally sent the message.
This reinforces our learnings from a previous test that people are more highly motivated to engage with us when they feel like they aren’t being mass-marketed to, but rather communicated with from a one-to-one basis.