Care Net

Impact of First Name personalization in the subject line

Experiment ID: #75028

Care Net

Experiment Summary

Timeframe: 10/30/2021 - 11/03/2021

We were wondering if casually and conversationally using {first name} personalization in the subject line would increase the email open rate for non-donors.

Research Question

We believe that using personalization in the subject line for our email subscribers will achieve more opens.


C: Have you heard of him?
T1: Candice, have you heard of him?


 Treatment NameOpen RateRelative DifferenceConfidence
C: Have you heard of him? 36.1%
T1: Candice, have you heard of him? 40.7%12.6% 100.0%

This experiment has a required sample size of 881 in order to be valid. Since the experiment had a total sample size of 65,117, 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:

    12.6% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

Adding the first name increased our open rate by 12%. We will continue to look for ways to conversationally and authentically use a recipient’s first name in the subject line to increase their open rate.

Notable changes to other metrics due to the experiment:

  • Clicks to Opens experienced a 12.5% decrease with a 97% level of confidence.

Experiment Documented by NextAfter

Question about experiment #75028

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