MKTG Email: “Pets” vs. “We Are Open”

Execution details:

Contact List
- Total Contacts: 124,318
- Criteria:
  - Contacts whose:
  - Last Order Date
  - OR… Last Open Date
  - OR… Contact Creation Date
  - WAS AFTER… 6/30/2019

Send Schedule
- 10% of Contact List sent to each on 4/2/2020 at 10:00am (20% of total sends)
- 80% of Contact List sent to the deemed “Winner” on 4/3/2020 at 9:00am

Results:

Pets

Open Rate: 26.05%
Click Rate (clicks/opens): 0.40%
Click Through Rate (clicks/delivered): 0.11%
Total Sends: 12,372
Total Deliveries: 12,329
Total Opens: 4,122
Unique Opens: 3,212
Total Clicks: 25
Unique Clicks: 13

We Are Open

Open Rate: 14.19%
Click Rate (clicks/opens): 0.69%
Click Through Rate (clicks/delivered): 0.10%
Total Sends: 12,372
Total Deliveries: 12,332
Total Opens: 2,464
Unique Opens: 1,750
Total Clicks: 18
Unique Clicks: 12

Conclusions:

WINNER: PETS

Open Rate Winner: Pets (+11.86%) – STATISICALLY SIGNIFICANT
Click Rate Winner: We Are Open (+0.29%) – NOT STATISTICALLY SIGNIFICANT
Click Through Rate Winner: Pets (+0.11%) – NOT STATISTICALLY SIGNIFICANT

I hypothesize that the “We Are Open” email may have been going to the promotions folder in Gmail, while the “Pets” email went straight to the inbox.. that was the case with our test emails, despite the emails being designed almost identically…

Here were the results from sending the “Pets” email to the remaining 80% of contacts:

Open Rate: 21.83%
Click Rate (clicks/opens): 0.41%
Click Through Rate (clicks/delivered): 0.09%
Total Sends: 98,980
Total Deliveries: 98,632
Total Opens: 27,308
Unique Opens: 21,084
Total Clicks: 154
Unique Clicks: 86