Test #019: Increasing Relevancy by Addressing a Recipient by Their First Name


PARTNER: SOURCED CRAFT COCKTAILS
COMPANY TYPE: FOOD & BEVERAGE, PERSONALIZED SERVICE
EXPERIMENT QUESTION: IF WE USE THE RECIPIENTS FIRST NAME IN OUR SUBJECT LINE, CAN WE INCREASE RELEVANCY AS WELL AS EMAIL OPEN RATE?


Introduction:

Sourced Craft Cocktails is an Austin-based cocktail delivery service, serving the Austin, Dallas, and Los Angeles markets. They work with clients to create custom cocktails that help them tell a story behind their event, and their focus is on making memorable experiences. Be Whatever the type of event, they source all the materials needed, so that the end consumer can enjoy a high-quality cocktail without the hassle of going to five different stores to find ingredients and then trying to get proportions right.

During the course of their omnichannel Office Manager campaign, Sourced tested various elements of the digital funnel. In their second campaign email, they wondered: If we address the recipient's in the subject line by their first name, can we increase relevancy and overall open rate? 

 

 
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Control

This is the second email we sent during this campaign, where we followed up to see how the recipient enjoyed the free cocktail guide. We also introduced our service. The control subject line for this email was: "What is your favorite summer cocktail?"
 

Here are the observed results:

Control: 12,500 emails delivered, 926 opens (7.41% Open Rate)

 

 

 

 

 

 
 
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Treatment

This is the same exact email layout as our control email, with the exception of the subject line change. The treatment subject line read: "[First Name] - What is your favorite summer cocktail?"

Here are the observed results:

12,500 emails delivered, 1,075 email opens (8.60% Open Rate)


RESULT:VALID; 16% INCREASE IN EMAIL OPEN RATE 


 

Analysis: 

This experiment crossed the 95% confidence threshold, showing a statistically significant 16% increase in email open rate.

It's clear that the treatment subject line increased the relevancy of this particular email and increased the recipient's desire to open the message. This personalization alerted people that we were addressing them–not broadly, but specifically–with the hope of receiving a real response from them.

Concluding thoughts: 

We have to find ways to immediately grab our audience member's attention, if we're ever going to hope for success in digital marketing. Remember, there are a million other people fighting for their attention, especially in their inbox. By taking the time to address someone by their first name, we lower their red flags and show that we are actually attempting to personalize our message for them. People are accustom to answering when there name is called. This is a small, but I think thoughtful way to raise your hand a little higher than others and grab their attention.

Grant Klembara