How removing the organizations name in the sender line effects the open rate of an email.
Experiment ID: #5930
CRISTA Ministries
Experiment Summary
Timeframe: 12/31/2016 - 01/05/2017
World Concern sent an email to their subscribers during their year-end campaign asking for people to support the mission and work of their ministry. Traditionally, they would send their fundraising emails from a person at the ministry and include their organizations name behind the senders name. For this email, the email was sent from “Jacinta Tegman, World Concern”. They hypothesized that the likelihood of more people opening their email might increase if they removed the organizations name . They developed a treatment that had the same sender as the control, “Jacinta Tegman”, but removed the name of the organization and launched an A/B test.
Research Question
Would removing the name of the organization from the sender line improve open rate?
Design
C: From: Jacinta Tegman, World Concern
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Results
| Treatment Name | Open Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | From: Jacinta Tegman, World Concern | 8.9% | ||
| T1: | From: Jacinta Tegman | 10.5% | 18.0% | 99.4% |
This experiment has a required sample size of 2,623 in order to be valid. Since the experiment had a total sample size of 10,237, 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:
18.0% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment that had the name of the organization removed from the sender line had an 18% increase in open rate! This tells us that by removing the name of the organization from the sender line, they were able to make the email look and feel more like a personal email from the sender rather than a marketing email from the organization – resulting in more people opening the email to read it.