NextAfter

How using mystery in the subject line affects email open rate on a cohort invite

Experiment ID: #87716

NextAfter

Experiment Summary

Timeframe: 03/02/2022 - 03/02/2022

It had been a while since we’d run a test using mystery vs. clarity in an email subject line. In this test, we wanted to see whether being clear that the email was an invitation to the next certification cohort or creating a mystery around a “new learning opportunity” would be more effective.

The control subject line read “An email fundraising cohort for you” and the treatment read “A new learning opportunity for you.”

Both emails were exactly the same otherwise.

Research Question

We believe that creating mystery around the learning opportunity for our general subscribers will achieve more email opens than explicitly saying what the opportunity is.

Design

C: Control
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T1: Treatment #1
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https://www.nextafter.com/wp-content/uploads/2-4-271x170.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 170 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/2-4-271x170.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 170 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/2-4-272x172.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/2-4-372x234.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 234 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/2-4-372x234.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 234 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/2-4-385x242.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 242 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/2-4-383x241.png [thumb_416_241-width] => 383 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/2-4-448x282.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 282 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/2-4-896x564.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 564 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/2-4-574x361.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 361 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/2-4-628x395.png [thumb_776_395-width] => 628 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/2-4.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 189 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/2-4.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 252 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/2-4.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 377 ) ) )

Results

  Treatment Name Open Rate Relative Difference Confidence
C: Control 26.2%
T1: Treatment #1 25.6% -2.5% 84.6%

This experiment has a required sample size of 33,096 in order to be valid. Since the experiment had a total sample size of 34,971, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

This experiment did not validate. There was hardly a change between the control and treatment results. Requires more testing.


Experiment Documented by NextAfter

Question about experiment #87716

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