How a less formal version of a sender’s title impacts open rate Experiment ID: #22978
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.
Ended On: 10/21/2019
The Missionary Oblates utilize the leader, Father David Uribe, as their primary sender. In general, they tend to use his formal title in their email envelop since that is what many Catholics are use to seeing. However, we had a hypothesis that a less formal sender name could increase opens so we decided to test that concept.
We wanted to see if a more personal sender name would increase opens.
|Treatment Name||Open Rate||Relative Difference||Confidence|
|C:||Fr. David P. Uribe, O.M.I.||33.2%|
This experiment has a required sample size of 7,426 in order to be valid. Since the experiment had a total sample size of 63,933, 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:
4.6% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
The less formal version of Father David’s title (“Fr. David”) resulted in a 4.6% increase in open rate. This would suggest the formality of his full title may be turning off potential readers. However, this is a concept that needs to be tested over multiple emails to ensure it isn’t a temporary bump in opens.