How sending from a person at an organization rather than just a person makes a difference in open rates
Leadership Institute
Experiment Summary
Timeframe: 09/11/2015 - 09/25/2015
The Leadership Institute wanted to know if sending from president Morton Blackwell rather than Morton Blackwell, Leadership Institute or Morton Blackwell, LI would make an impact on opens.
Research Question
Whether adding “Leadership Institute” or “LI” after the senders name would affect the open rate of the email.
Design
Results
| Treatment Name | Open Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | From: Morton Blackwell | 19.8% | ||
| T1: | From: Morton Blackwell, Leadership Institute | 19.9% | 0.2% | 5.2% |
| T2: | From: Morton Blackwell, LI | 21.3% | 7.4% | 99.5% |
This experiment has a required sample size of 8,637 in order to be valid. Since the experiment had a total sample size of 35,747, 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
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
There was no valuable difference between the treatments. The Leadership Institute can move forward with whichever signature combination they prefer.