Whether the use of personalization in subject line (Your report) will increase open rates
Experiment ID: #72069
Care Net
Experiment Summary
Timeframe: 09/18/2021 - 09/20/2021
We knew from prior testing that using the word “You” in a subject line would increase open rates. We hypothesized that saying “your report” would increase open rates even further as it implied that the recipient was receiving something that belonged to them and that they were invested in. We decided to test this against “YOU made this possible.”
Research Question
We believe that implying ownership in the subject line for recipients will achieve a greater open rate .
Design
C: YOU made this possible!
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T1: Your annual report
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Results
| Treatment Name | Open Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | YOU made this possible! | 32.9% | ||
| T1: | Your annual report | 36.8% | 11.7% | 100.0% |
This experiment has a required sample size of 1,182 in order to be valid. Since the experiment had a total sample size of 33,742, 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:
11.7% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
As we hypothesized, implying ownership of the email by using "your report" in the subject caused more recipients to be interested in opening the email AND even MORE to click once opened. This shows us that if we can imply ownership in the subject line, not only will more people want to read the email, more will be primed to take action.
Notable changes to other metrics due to the experiment:
- Clicks experienced a 21.0% increase with a 92% level of confidence.
- Clicks to Opens experienced a 23.6% increase with a 95% level of confidence.