How subject line clarity affects email clickthrough rate
First United
Committed at its heart to the struggle for social justice, First United is a place of welcome for people experiencing homelessness and poverty in Vancouver’s Downtown Eastside. Offering programs of advocacy, housing, healing and hospitality, this community space supports and celebrates the inherent strengths of all people, of all walks of life.
Experiment Summary
Timeframe: 05/02/2016 - 05/13/2016
First United Church is a church committed at its heart to the struggle for social justice and is a place of welcome for people experiencing homelessness and poverty in Vancouver’s Downtown Eastside. This email was focused on securing donated items and asking supporters to download the latest list of needs.
Research Question
Would adding in an action statement increase the chances of them clicking and taking an action.
Design
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | No Action | 6.1% | ||
| T1: | With Action | 8.7% | 42.2% | 97.6% |
This experiment has a required sample size of 787 in order to be valid. Since the experiment had a total sample size of 2,082, 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:
42.2% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
When a clear call to action exists within the email, adding an action statement, like ‘join us’, can help the reader qualify if they want to open and read knowing there is an action and if they do they are much more likely to click and take that action.