Experiments in Online Advocacy: A Collection of Email Experiments: 2009-2011 →

The purpose of this paper is to measure whether a different sender for each email blast improves performance. 50,000 individuals were randomly assigned to receive email from a different sender while 96,572 individuals were randomly assigned to a control group with email from the same sender. The individuals were selected from the HCAN membership list. Emails were sent between November 23rd and December 4th, 2009. The treatment group received three emails from three different senders while the control group received these emails from the same sender as always. The treatment emails had higher open rates than the control emails. Once the treatment group began receiving the same emails from the same sender as the control group, the treatment group continued to show a higher open rate.

Author: New Organizing Institute, January 2011