How a more empathetic messaging approach in an email solicitation can affect response rate
The Heritage Foundation
Founded in 1973, The Heritage Foundation is a research and educational institution—a think tank—whose mission is to formulate and promote conservative public policies based on the principles of free enterprise, limited government, individual freedom, traditional American values, and a strong national defense.
Experiment Summary
Timeframe: 12/29/2014 - 12/30/2014
With a little over two days left before the end of the year, Heritage Foundation email subscribers had received six different messages from Jim DeMint– the president of the organization– asking for their support with a year-end gift. Best practices suggest that the email signer should be the most publicly know leader of the organization, and should rarely (if ever) change to ensure donors hear a consistent voice. Heritage tested that theory by sending an email from someone else in the organization.
Research Question
How does a softer, more empathetic tone from a more believable email sender affect email response rate?
Design
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Jim Demint Sender | $0.03 | $66.18 | ||
| T1: | New Signer | $0.14 | 380.7% | 98.8% | $134.70 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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:
0% increase in traffic
× 136.2% increase in conversion rate
× 103.5% increase in average gift
380.7% increase in revenue
Key Learnings
The more empathetic message, even if not from the primary organizational sender, can have a significant impact on the donor’s likelihood to give.