How sending a more personal follow-up affects registrations
NextAfter
Experiment Summary
Timeframe: 01/16/2018 - 01/19/2018
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
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.