How sending a more personal follow-up affects registrations Experiment ID: #8480

NextAfter

Experiment Summary

Timeframe: 1/16/2018 - 1/19/2018

When sending a re-send of a webinar promotional email, we thought that crafting an email that looked more like a personal email forward – without appearing spammy – could increase the likelihood of someone responding and registering for the webinar.

Research Question

Will sending a follow-up email that appears more like a genuine email forward increase webinar registrations?

Design

C: Normal Follow-up
T1: Forward-Style Body Copy

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Normal Follow-up 10.3%
T1: Forward-Style Body Copy 12.3% 19.7% 96.2%

This experiment has a required sample size of 1,874 in order to be valid. Since the experiment had a total sample size of 4,209, 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:

    0% increase in traffic
× 19.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

Finding ways to create a more personal and believable email will lead to greater engagement and conversions. Not only did we see a 19.7% increase in registrations, we also so a huge increase in the amount of replies to Jon asking about the webinar and entering into a personal conversation.


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Experiment Documented by...

Nathan Hill

Nathan is an Optimization Evangelist at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.