Hillsdale College

How subject line affects name acquisition conversion rate

Experiment ID: #5470

Hillsdale College

Experiment Summary

Timeframe: 10/05/2016 - 10/06/2016

Hillsdale College sent prospecting emails to a Townhall Media email file to generate signups for its free Pocket Constitution offer. Our hypothesis was that subject line could effect open rate, but that by clarifying the value proposition, the subject line could also drive a more motivated and qualified reader to the landing page, resulting in higher conversion rates.

The file was randomized into four segments, with each segment receiving the control or one of the three treatment versions. The subject line was the only variable changed between each test. All other email elements and landing pages were identical.

The subject lines used were:

+Control: Keep this in your pocket
+Treatment#1: Keep THIS in Your Pocket
+Treatment#2: Get Your Free Pocket Constitution Now
+Treatment#3: Free Pocket Constitution, courtesy of Hillsdale College

In this case, Samples count is the number of emails sent, and emails acquired is the total number of people who completed the signup process on the landing page.

Research Question

Do the treatment subject lines show a significant improvement in name acquisition conversion over the control subject line, not only for opens, but also for overall conversions?

Design

C: Keep this in your pocket

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T1: Keep THIS in Your Pocket

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T2: Get Your Free Pocket Constitution Now

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T3: Free Pocket Constitution, courtesy of Hillsdale College

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https://www.nextafter.com/wp-content/uploads/Free-Pocket-Constitution-courtesy-of-Hillsdale-232x145.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 145 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Free-Pocket-Constitution-courtesy-of-Hillsdale.png [thumb_272_325-width] => 336 [thumb_272_325-height] => 210 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Free-Pocket-Constitution-courtesy-of-Hillsdale-271x169.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 169 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Free-Pocket-Constitution-courtesy-of-Hillsdale-271x169.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 169 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Free-Pocket-Constitution-courtesy-of-Hillsdale-272x170.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 170 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Free-Pocket-Constitution-courtesy-of-Hillsdale.png [thumb_372_461-width] => 336 [thumb_372_461-height] => 210 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Free-Pocket-Constitution-courtesy-of-Hillsdale.png [thumb_372_500-width] => 336 [thumb_372_500-height] => 210 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Free-Pocket-Constitution-courtesy-of-Hillsdale.png [thumb_385_270-width] => 336 [thumb_385_270-height] => 210 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Free-Pocket-Constitution-courtesy-of-Hillsdale.png [thumb_416_241-width] => 336 [thumb_416_241-height] => 210 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Free-Pocket-Constitution-courtesy-of-Hillsdale.png [thumb_448_410-width] => 336 [thumb_448_410-height] => 210 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Free-Pocket-Constitution-courtesy-of-Hillsdale.png [thumb_448_410_retina-width] => 336 [thumb_448_410_retina-height] => 210 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Free-Pocket-Constitution-courtesy-of-Hillsdale.png [thumb_574_382-width] => 336 [thumb_574_382-height] => 210 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Free-Pocket-Constitution-courtesy-of-Hillsdale.png [thumb_776_395-width] => 336 [thumb_776_395-height] => 210 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Free-Pocket-Constitution-courtesy-of-Hillsdale.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 188 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Free-Pocket-Constitution-courtesy-of-Hillsdale.png [gform-image-choice-md-width] => 336 [gform-image-choice-md-height] => 210 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Free-Pocket-Constitution-courtesy-of-Hillsdale.png [gform-image-choice-lg-width] => 336 [gform-image-choice-lg-height] => 210 ) ) )

Results

	Treatment Name	Conv. Rate	Relative Difference	Confidence
C:	Keep this in your pocket	0.21%
T1:	Keep THIS in Your Pocket	0.29%	40.4%	94.0%
T2:	Get Your Free Pocket Constitution Now	0.35%	71.6%	99.8%
T3:	Free Pocket Constitution, courtesy of Hillsdale College	0.52%	155.9%	100.0%

This experiment has a required sample size of 5,130 in order to be valid. Since the experiment had a total sample size of 101,348, 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:

0% increase in traffic
× 155.9% increase in conversion rate
× 0% increase in average gift

Key Learnings

Sometimes more ambiguous subject lines can tease a reader into opening an email. In this case, explicitly stating the value proposition at the front of the subject line drove higher clicks and higher conversions. This is the case when the value proposition is very direct and simple to understand (“Free Pocket Constitution”). People who opened Treatments #2 and #3 are more qualified than those of the more ambiguous subject lines of Control and Treatment#1. Mentioning “Hillsdale College” serves to evoke credibility from a reputable and established institution that is well known among the target audience.

Experiment Documented by NextAfter

Question about experiment #5470

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.