MKTG Email: “Students” vs. “Textbooks” – Are Our Priority

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 3/27/2020 at 5:30pm (20% of total sends)
- 40% of Contact List sent to each on 3/28/2020 at 12:00pm (80% of total sends)

Results:

Textbooks Are Our Priority

Open Rate: 15.88%
Click Rate (clicks/opens): 0.80%
Click Through Rate (clicks/delivered): 0.13%
Total Sends: 62,161
Total Deliveries: 61,822
Total Opens: 13,893
Unique Opens: 9,827
Total Clicks: 174
Unique Clicks: 79

Students Are Our Priority

Open Rate: 16.75%
Click Rate (clicks/opens): 0.68%
Click Through Rate (clicks/delivered): 0.11%
Total Sends: 62,162
Total Deliveries: 61,834
Total Opens: 14,443
Unique Opens: 10,360
Total Clicks: 133
Unique Clicks: 70

Conclusions:

Open Rate Winner: Students Are Our Priority (+0.87%) – NOT STATISTICALLY SIGNIFICANT
Click Rate Winner: Textbooks Are Our Priority (+0.12%) – STATISTICALLY SIGNIFICANT
Click Through Rate Winner: Textbooks Are Our Priority (+0.02%) – STATISTICALLY SIGNIFICANT

We believe this results can be attributed to the fact that “Textbooks” was more specific. The “Students” headline may have gotten more curiosity clicks, but if someone was specifically interested in textbooks, the people that clicked the textbooks headline were already primed to click through.