How where the unsubscribe option in an email appeal impacts unsubscribe metrics Experiment ID: #10418


Experiment Summary

Timeframe: 12/31/2018 - 12/31/2018

With the volume of emails being sent during high-urgency campaigns, we normally see an up-tick in unsubscribes. In an effort to see if we could impact the unsubscribe rate, specifically on the last day of the year when we see the most unsubscribes, we hypothesized moving the unsubscribe button out of page view. We simply did this by just creating more space between the signature and the footer where the subscribe button lives. 

Research Question

Can we impact the number of unsubscribes by just moving the unsubscribe button farther down on the page?


C: Control
T1: Treatment with additional space


Treatment Name Conv. Rate Relative Difference Confidence
C: Control 1.9%
T1: Treatment with additional space 1.5% -20.5% 99.5%

This experiment has a required sample size of 8,328 in order to be valid. Since the experiment had a total sample size of 33,830, 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
× 20.5% decrease in conversion rate
× 0% increase in average gift

Key Learnings

The treatment with the additional space between the signature and the unsubscribe button decreased unsubscribes by 20%. Just by moving that option down and below the fold of the page, less people unsubscribed and we were able to retain these people so that we can continue to cultivate them during non-high-urgency campaigns and potentially convert them down the road as donors. 

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Experiment Documented by...

Courtney Gaines

Courtney is the Senior Director of Optimization 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.