How creating a simpler email format increases donations and revenue
The Missionary Oblates of Mary Immaculate
The Missionary Oblates of Mary Immaculate are a Roman Catholic congregation of priests and brothers founded after the French Revolution by St. Eugene De Mazenod to work among the poor. Today there are nearly 4,000 missionaries working in more than 60 countries around the world.
Experiment Summary
Ended On: 06/09/2020
We send out a monthly evangelize newsletter and want to find a way to increase donations and revenue.
Research Question
Would creating a simpler format for our evangelize emails increase donations. We use the simpler format on all other emails and make it more personal. This is the only one we don’t do that on, so instead of breaking up all the stories, we just put the entire first story into the email followed by the other links.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.02% | ||
| T1: | Treatment #1 | 0.05% | 171.4% | 98.1% |
This experiment has a required sample size of 26,789 in order to be valid. Since the experiment had a total sample size of 77,274, 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
× 171.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
We ended up with a 171% increase in conversion rate and more than tripled our revenue! The control had $150 and the treatment had $528. We learned that adding the story with a straight donation link increased donations significantly. The email was also more personal. Based off of these results we will continue using the simpler format with less links.