How sending a more personal sounding subject line affects open rate
Experiment ID: #4715
Harvest Ministries
Experiment Summary
Timeframe: 08/02/2016 - 08/05/2016
Harvest Ministries was sending their monthly fundraising email for August and wanted to test people’s motivation to open, click and donate. They developed two treatments to test against the control. Treatment one used urgency to try and motivate someone to open it. Treatment two used a more personal and casual approach.
Research Question
Which subject line would motivate the most people to open?
Design
C: Control
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Results
| Treatment Name | Open Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 22.6% | ||
| T1: | Urgency | 24.3% | 7.4% | 100.0% |
| T2: | Personal | 28.3% | 25.2% | 100.0% |
This experiment has a required sample size of 668 in order to be valid. Since the experiment had a total sample size of 123,249, 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:
7.4% increase in traffic
Ă— 0% increase in conversion rate
Ă— 0% increase in average gift
Key Learnings
Both treatments saw an increase in open rate compared to the control. The urgency treatment had an increase in opens by 7.2% and the personal treatment had a 25.2% increase in open rate. When we create a sense of urgency in our subject lines, people are more motivated to open them. More importantly, when a subject line becomes personal or sounds like the sender is personally emailing the recipient, people are even more motivated to open it. The email starts to feel less like a marketing appeal and more like an email you would receive from someone who knows you. It is important to talk to donors and prospective donors like they are people – even as early on in the communication process as the subject line.