Care Net

Subject line test: Controversial statement vs. generic question w/ seemingly obvious answer

Experiment ID: #11965

Care Net

Experiment Summary

Ended On: 05/13/2019

This subject line test was performed in our 11/17/18 weekend update email. 

Research Question

It seems obvious that a controversial statement would do better than a basic question. This test was performed to 1.) confirm this 2.) see how drastic the difference is. 

Design

C: Generic question with seemingly obvious answer
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T1: Short and controversial
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Results

  Treatment Name Open Rate Relative Difference Confidence
C: Generic question with seemingly obvious answer 10.6%
T1: Short and controversial 12.1% 14.5% 100.0%

This experiment has a required sample size of 3,293 in order to be valid. Since the experiment had a total sample size of 79,131, 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:

    14.5% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

I learned that it did indeed win out, but not quite as much as expected. I would like to test this again in the future. 


Experiment Documented by NextAfter

Question about experiment #11965

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