How changing a headline in an email affects click rate Experiment ID: #7965
National Breast Cancer Foundation
The National Breast Cancer Foundation's mission is to provide help and inspire hope to those affected by breast cancer through early detection, education, and support services.
Timeframe: 10/18/2017 - 10/18/2017
National Breast Cancer Foundation was running a high-urgency campaign for Breast Cancer Awareness Month. In email 5, they talked about their free mammography services. They wanted to test whether a more vague headline vs. a headline directly about that content would increase clickthrough rate.
Does changing the headline of an email appeal affect clickthrough rate?
|Treatment Name||Click Rate||Relative Difference||Confidence|
|C:||Control (Question headline)||0.50%|
This experiment has a required sample size of 78,366 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.
This test did not validate, but the topical headline produced a 13% decrease in clicks.