Table 3.
Email campaign results by type of communication.
| Communication type | Targeted n | Received n | Opened n (%) | Clicked Through n (%) | Enrolled n (%) |
|---|---|---|---|---|---|
| Original email | 16,500 | 12,754 | 4950 (38.8) | 411 (3.2) | 100 (0.8) |
| Subject line test Round 1 | |||||
| Control | 6000 | 4632 | 1911 (41.3) | 160 (3.5) | 37 (0.8) |
| Social proof | 2000 | 1558 | 544 (34.9) | 46 (3.0) | 1 (0.1) |
| Exclusivity | 2000 | 1549 | 566 (36.5) | 74 (4.8) | 19 (1.2) |
| Personalized | 6000 | 4618 | 1926 (41.7) | 215 (4.7) | 54 (1.2) |
| Subject line test Round 2 | |||||
| Control | 1000 | 867 | 297 (34.3) | 33 (3.8) | 11 (1.3) |
| Altruistic | 1000 | 848 | 266 (31.4) | 20 (2.4) | 1 (0.1) |
| New technology | 1000 | 860 | 394 (45.8) | 64 (7.4) | 13 (1.5) |
| PHI | 1000 | 849 | 255 (30.0) | 17 (2.0) | 6 (0.7) |
| Email body testa | |||||
| Control | 2000 | 1746 | 724 (41.5) | 83 (4.8) | 17 (1.0) |
| Altruistic | 2000 | 1746 | 710 (40.7) | 235 (13.5) | 23 (1.3) |
| PHI | 2000 | 1731 | 763 (44.1) | 230 (13.3) | 22 (1.3) |
| New technology | 2000 | 1720 | 751 (43.7) | 236 (13.7) | 36 (2.1) |
| Reminder Round 1 | 2493 | 1883 | 768 (51.4) | 47 (3.1) | 15 (0.8) |
| Reminder Round 2b | |||||
| Altruistic | 4000 | 3434 | 1688 (49.2) | 391 (11.4) | 31 (0.9) |
| PHI | 4000 | 3430 | 1665 (48.5) | 316 (9.2) | 19 (0.6) |
| New technology | 24,000 | 19,170 | 9362 (48.8) | 2041 (10.6) | 225 (1.2) |
PHI - personal health information.
a
Subject line personalized for all.
b
Subject line “Reminder, your invitation is waiting” for all, with different email bodies.