Marriage Today

LWF – Email Subject Line Test

Experiment ID: #54697

Marriage Today

Experiment Summary

Ended On: 03/15/2021

Testing subject lines and the preheader. The results on opens and clicks were very similar, however the treatment had a higher conversion rate when it came to donations. While not above the 95% confidence level it does give us something to build upon.

Research Question

Which subject line will produce the best results for LWF?

Design

C: Control
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T1: Treatment #1
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[thumb_48_48-height] => 11 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-69-64x14.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 14 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-69-128x28.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 28 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-69-122x27.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 27 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-69-153x34.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 34 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-69-130x29.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 29 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-69-232x51.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 51 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-69-544x120.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 120 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-69-271x60.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 60 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-69-271x60.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 60 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-69-272x60.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 60 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-69-372x82.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 82 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-69-372x82.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 82 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-69-385x85.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 85 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-69-416x91.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 91 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-69-448x98.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 98 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-69.png [thumb_448_410_retina-width] => 596 [thumb_448_410_retina-height] => 131 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-69-574x126.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 126 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-69.png [thumb_776_395-width] => 596 [thumb_776_395-height] => 131 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Control 0.04%
T1: Treatment #1 0.10%150.0% 74.3%

This experiment has a required sample size of 15,646 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 subject line that was tested may have done a better job of attracting people that wanted to get the series as it framed the content as what a person would get out of the book when they read it.


Experiment Documented by NextAfter

Question about experiment #54697

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