How stripping out branding in an offer email affects clickthrough rate
Experiment ID: #2697
Heartlight Ministries
Heartlight provides a safe haven of hope for 56 struggling teens at our residential counseling center located in Longview, Texas. Our atmosphere of relationships creates an arena of change for teens and parents lost in a broken world. And second, Heartlight offers help and direction for parents of all teens through our Parenting Today’s Teens radio program, our books, parenting resources, and seminars and conferences….all dedicated to offering effective and practical ways for parents to counter the influence today’s culture is having on their child.
Experiment Summary
Timeframe: 09/18/2017 - 09/19/2017
Heartlight Ministries was promoting their new free online course to their housefile. They had developed a heavily branded email template that, despite being signed by Mark Gregston (their founder), felt impersonal. They hypothesized that they could get a better response–measured in clickthrough rate–by stripping out much of the branding and sending an email that felt more personal in nature. They developed a plain-text treatment and split the active email file to determine a winner.
Research Question
Will removing branding from a marketing email increase response rate?
Design
C: Email with Heartlight Template
Array
(
[0] => Array
(
[ID] => 23943
[id] => 23943
[title] => Email_with_Heartlight_Template.jpg
[filename] => Email_with_Heartlight_Template-4.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4.jpg
[link] => https://www.nextafter.com/experiments/how-stripping-out-branding-in-an-offer-email-affects-clickthrough-rate/attachment/email_with_heartlight_template-jpg-5/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => email_with_heartlight_template-jpg-5
[status] => inherit
[uploaded_to] => 14111
[date] => 2021-12-15 23:09:32
[modified] => 2021-12-15 23:09:32
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 655
[height] => 1400
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-140x300.jpg
[medium-width] => 140
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4.jpg
[medium_large-width] => 640
[medium_large-height] => 1368
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-479x1024.jpg
[large-width] => 479
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4.jpg
[1536x1536-width] => 655
[1536x1536-height] => 1400
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4.jpg
[2048x2048-width] => 655
[2048x2048-height] => 1400
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-600x400.jpg
[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/Email_with_Heartlight_Template-4-600x600.jpg
[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/Email_with_Heartlight_Template-4.jpg
[tp-image-grid-width] => 328
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-23x50.jpg
[admin-width] => 23
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4.jpg
[full-width] => 655
[full-height] => 1400
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-372x795.jpg
[thumb_372-width] => 372
[thumb_372-height] => 795
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-292x625.jpg
[single_post_thumbnail-width] => 292
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-15x32.jpg
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-22x48.jpg
[thumb_48_48-width] => 22
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-30x64.jpg
[thumb_64_64-width] => 30
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-60x128.jpg
[thumb_128_128-width] => 60
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-31x67.jpg
[thumb_122_67-width] => 31
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-72x153.jpg
[thumb_153_153-width] => 72
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-76x163.jpg
[thumb_130_163-width] => 76
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-83x177.jpg
[thumb_232_177-width] => 83
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-304x650.jpg
[thumb_272_325-width] => 304
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-162x346.jpg
[thumb_271_346-width] => 162
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-127x271.jpg
[thumb_271_271-width] => 127
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-80x172.jpg
[thumb_272_172-width] => 80
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-216x461.jpg
[thumb_372_461-width] => 216
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-234x500.jpg
[thumb_372_500-width] => 234
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-126x270.jpg
[thumb_385_270-width] => 126
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-113x241.jpg
[thumb_416_241-width] => 113
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-192x410.jpg
[thumb_448_410-width] => 192
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-384x820.jpg
[thumb_448_410_retina-width] => 384
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-179x382.jpg
[thumb_574_382-width] => 179
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-185x395.jpg
[thumb_776_395-width] => 185
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 23947
[id] => 23947
[title] => Plain_Text_Email.jpg
[filename] => Plain_Text_Email-10.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10.jpg
[link] => https://www.nextafter.com/experiments/how-stripping-out-branding-in-an-offer-email-affects-clickthrough-rate/attachment/plain_text_email-jpg-9/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => plain_text_email-jpg-9
[status] => inherit
[uploaded_to] => 14111
[date] => 2021-12-15 23:09:50
[modified] => 2021-12-15 23:09:50
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 793
[height] => 1016
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-234x300.jpg
[medium-width] => 234
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-768x984.jpg
[medium_large-width] => 640
[medium_large-height] => 820
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10.jpg
[large-width] => 640
[large-height] => 820
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10.jpg
[1536x1536-width] => 793
[1536x1536-height] => 1016
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10.jpg
[2048x2048-width] => 793
[2048x2048-height] => 1016
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-600x400.jpg
[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/Plain_Text_Email-10-600x600.jpg
[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/Plain_Text_Email-10.jpg
[tp-image-grid-width] => 546
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-39x50.jpg
[admin-width] => 39
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10.jpg
[full-width] => 793
[full-height] => 1016
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-372x477.jpg
[thumb_372-width] => 372
[thumb_372-height] => 477
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-488x625.jpg
[single_post_thumbnail-width] => 488
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-25x32.jpg
[thumb_32_32-width] => 25
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-37x48.jpg
[thumb_48_48-width] => 37
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-50x64.jpg
[thumb_64_64-width] => 50
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-100x128.jpg
[thumb_128_128-width] => 100
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-52x67.jpg
[thumb_122_67-width] => 52
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-119x153.jpg
[thumb_153_153-width] => 119
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-127x163.jpg
[thumb_130_163-width] => 127
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-138x177.jpg
[thumb_232_177-width] => 138
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-507x650.jpg
[thumb_272_325-width] => 507
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-271x346.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-212x271.jpg
[thumb_271_271-width] => 212
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-134x172.jpg
[thumb_272_172-width] => 134
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-360x461.jpg
[thumb_372_461-width] => 360
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-372x477.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 477
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-211x270.jpg
[thumb_385_270-width] => 211
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-188x241.jpg
[thumb_416_241-width] => 188
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-320x410.jpg
[thumb_448_410-width] => 320
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-640x820.jpg
[thumb_448_410_retina-width] => 640
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-298x382.jpg
[thumb_574_382-width] => 298
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-308x395.jpg
[thumb_776_395-width] => 308
[thumb_776_395-height] => 395
) ) )
T1: Plain Text Email
Array
(
[0] => Array
(
[ID] => 23943
[id] => 23943
[title] => Email_with_Heartlight_Template.jpg
[filename] => Email_with_Heartlight_Template-4.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4.jpg
[link] => https://www.nextafter.com/experiments/how-stripping-out-branding-in-an-offer-email-affects-clickthrough-rate/attachment/email_with_heartlight_template-jpg-5/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => email_with_heartlight_template-jpg-5
[status] => inherit
[uploaded_to] => 14111
[date] => 2021-12-15 23:09:32
[modified] => 2021-12-15 23:09:32
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 655
[height] => 1400
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-140x300.jpg
[medium-width] => 140
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4.jpg
[medium_large-width] => 640
[medium_large-height] => 1368
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-479x1024.jpg
[large-width] => 479
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4.jpg
[1536x1536-width] => 655
[1536x1536-height] => 1400
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4.jpg
[2048x2048-width] => 655
[2048x2048-height] => 1400
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-600x400.jpg
[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/Email_with_Heartlight_Template-4-600x600.jpg
[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/Email_with_Heartlight_Template-4.jpg
[tp-image-grid-width] => 328
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-23x50.jpg
[admin-width] => 23
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4.jpg
[full-width] => 655
[full-height] => 1400
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-372x795.jpg
[thumb_372-width] => 372
[thumb_372-height] => 795
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-292x625.jpg
[single_post_thumbnail-width] => 292
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-15x32.jpg
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-22x48.jpg
[thumb_48_48-width] => 22
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-30x64.jpg
[thumb_64_64-width] => 30
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-60x128.jpg
[thumb_128_128-width] => 60
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-31x67.jpg
[thumb_122_67-width] => 31
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-72x153.jpg
[thumb_153_153-width] => 72
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-76x163.jpg
[thumb_130_163-width] => 76
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-83x177.jpg
[thumb_232_177-width] => 83
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-304x650.jpg
[thumb_272_325-width] => 304
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-162x346.jpg
[thumb_271_346-width] => 162
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-127x271.jpg
[thumb_271_271-width] => 127
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-80x172.jpg
[thumb_272_172-width] => 80
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-216x461.jpg
[thumb_372_461-width] => 216
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-234x500.jpg
[thumb_372_500-width] => 234
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-126x270.jpg
[thumb_385_270-width] => 126
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-113x241.jpg
[thumb_416_241-width] => 113
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-192x410.jpg
[thumb_448_410-width] => 192
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-384x820.jpg
[thumb_448_410_retina-width] => 384
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-179x382.jpg
[thumb_574_382-width] => 179
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Email_with_Heartlight_Template-4-185x395.jpg
[thumb_776_395-width] => 185
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 23947
[id] => 23947
[title] => Plain_Text_Email.jpg
[filename] => Plain_Text_Email-10.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10.jpg
[link] => https://www.nextafter.com/experiments/how-stripping-out-branding-in-an-offer-email-affects-clickthrough-rate/attachment/plain_text_email-jpg-9/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => plain_text_email-jpg-9
[status] => inherit
[uploaded_to] => 14111
[date] => 2021-12-15 23:09:50
[modified] => 2021-12-15 23:09:50
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 793
[height] => 1016
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-234x300.jpg
[medium-width] => 234
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-768x984.jpg
[medium_large-width] => 640
[medium_large-height] => 820
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10.jpg
[large-width] => 640
[large-height] => 820
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10.jpg
[1536x1536-width] => 793
[1536x1536-height] => 1016
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10.jpg
[2048x2048-width] => 793
[2048x2048-height] => 1016
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-600x400.jpg
[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/Plain_Text_Email-10-600x600.jpg
[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/Plain_Text_Email-10.jpg
[tp-image-grid-width] => 546
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-39x50.jpg
[admin-width] => 39
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10.jpg
[full-width] => 793
[full-height] => 1016
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-372x477.jpg
[thumb_372-width] => 372
[thumb_372-height] => 477
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-488x625.jpg
[single_post_thumbnail-width] => 488
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-25x32.jpg
[thumb_32_32-width] => 25
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-37x48.jpg
[thumb_48_48-width] => 37
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-50x64.jpg
[thumb_64_64-width] => 50
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-100x128.jpg
[thumb_128_128-width] => 100
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-52x67.jpg
[thumb_122_67-width] => 52
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-119x153.jpg
[thumb_153_153-width] => 119
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-127x163.jpg
[thumb_130_163-width] => 127
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-138x177.jpg
[thumb_232_177-width] => 138
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-507x650.jpg
[thumb_272_325-width] => 507
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-271x346.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-212x271.jpg
[thumb_271_271-width] => 212
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-134x172.jpg
[thumb_272_172-width] => 134
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-360x461.jpg
[thumb_372_461-width] => 360
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-372x477.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 477
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-211x270.jpg
[thumb_385_270-width] => 211
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-188x241.jpg
[thumb_416_241-width] => 188
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-320x410.jpg
[thumb_448_410-width] => 320
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-640x820.jpg
[thumb_448_410_retina-width] => 640
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-298x382.jpg
[thumb_574_382-width] => 298
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Plain_Text_Email-10-308x395.jpg
[thumb_776_395-width] => 308
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Email with Heartlight Template | 2.2% | ||
| T1: | Plain Text Email | 2.7% | 19.7% | 98.5% |
This experiment has a required sample size of 9,512 in order to be valid. Since the experiment had a total sample size of 29,124, 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:
19.7% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The unbranded email produced a 19.7% increase in clickthrough rate. There are multiple factors that contributed to this lift:
- The unbranded email significantly reduced the vertical space required to begin to read the content, which could have led to more people reading to the call-to-action.
- The unbranded email had more contrast between the text and the background, which made it easier to read.
- The design of the email better reflected the context of the email, which was a genuine free course offer that felt personal in nature and needed a “person” design to reflect that.
This experiment shows that Heartlight might want to do further testing on email to validate that the stripped-down template continues to produce better results.