How writing more direct copy in an email affects click-through rate
Experiment ID: #194885
Time of Grace
Experiment Summary
Ended On: 01/27/2025
For Time of Grace, we send out emails to the housefile for TOG’s premium offers. For this email, we wanted to test how presenting a more direct email with shorter copy would affect click-through rate for their email.
Research Question
We believe that presenting a more direct email for the housefile will achieve an increase in click-through rate because shorter copy would allow the user to grasp the message of the email quicker and help the user focus on the CTA. because shorter copy would allow the user to grasp the message of the email quicker and help the user focus on the CTA.
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.27% | ||
| T1: | Treatment #1 | 0.68% | 153.9% | 100.0% |
This experiment has a required sample size of 2,119 in order to be valid. Since the experiment had a total sample size of 45,953, 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:
153.9% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that presenting a more direct email with shorter copy resulted in a significant increase in click-through rate for Time of Grace Ministry's premium offers. The treatment group saw a 153.9% increase in clicks compared to the control group, with a statistical confidence level of 100.0%.
During this experiment, we also saw a valid 111% increase in donations.
This outcome indicates that users responded positively to the shorter, more direct messaging by being able to grasp the email's message quicker and focus on the call-to-action. In future experimentation, Time of Grace Ministry should consider using shorter and more direct copy in their emails to the housefile to potentially increase click-through rates. This strategy could lead to more effective communication with their audience and ultimately drive more conversions or engagement with their premium offers.