How the an individual sender impacted open rate for a cold list
Alliance Defending Freedom
Alliance Defending Freedom is an alliance-building legal organization that advocates for the right of people to freely live out their faith.
Experiment Summary
Ended On: 05/16/2018
Alliance Defending Freedom was in the process of cultivating a new list of email prospects with a series of emails. We had noticed a declining open rate so we wanted to see if there was a way to potentially boost this metric. We decided to try sending the emails from an individual (Michael Farris) instead of the organization. We had the hypothesis that people would be more likely to respond to an individual than an organization.
Research Question
Will an individual sender increase the open rate for a prospecting email list?
Design
Results
| Treatment Name | Open Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Alliance Defending Freedom | 2.3% | ||
| T1: | Michael Farris | 2.3% | 2.0% | 31.7% |
This experiment has a required sample size of 845,704 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
In this situation, we did not see a statistically significant difference between either sender. This is an interesting observation because with previous experiments for ADF related to sender name, we found that individuals will often perform better for their existing housefile. This would suggest that it isn’t just sending from an individual that moves the needle but sending from a known individual.