How switching the email subject line to place the words gift and prayer first increases opens

The Missionary Oblates of Mary Immaculate

The Missionary Oblates of Mary Immaculate are a Roman Catholic congregation of priests and brothers founded after the French Revolution by St. Eugene De Mazenod to work among the poor. Today there are nearly 4,000 missionaries working in more than 60 countries around the world.

Experiment Summary

Ended On: 05/01/2019

We tested this through Mailchimp. We’ve noticed in previous tests and throughout our website analytics that most of the donors respond more when they see the words gift or prayer.

Research Question

The question that we we’re wanting to answer is if this worked for every email. Would people be more willing to click if they noticed gift and prayer first in the subject line or would they still click on the email if that was towards the end of the subject line.

Results

This experiment has a required sample size of 61,242,793 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

The key takeaway is that the results were almost completely identical. This could be because we also had words like Loved Ones at the beginning of the email that also usually generates a lot of interest with our audience. Moving forward when running a test like this we will have to make sure there is no words that could make an impact emotionally like Loved Ones is.