Which works better in subject line? Tying it to last week, or a fresh provocative subject line?
Care Net
Experiment Summary
Timeframe: 04/06/2019 - 04/17/2019
This is for our weekend update email. Last week I talked about Unplanned, this week I was talking about it again, but there was new material that was provocative.
Research Question
Does harkening back to a previous email in the subject line do worse that introducing a new, more interesting subject line.
Design
Results
| Treatment Name | Open Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | More thoughts about the pro-life movie Unplanned | 34.6% | ||
| T1: | Planned Parenthood revealed why they can't win | 44.5% | 28.5% | 99.9% |
This experiment has a required sample size of 189 in order to be valid. Since the experiment had a total sample size of 1,136, 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:
28.5% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
We learned that (at least in this case) the new subject line did MUCH better. I do believe that this is in part due to saturation of the subject discussed in the original email (the movie Unplanned) but the jump in improvement was definitely telling.