Results: With Or Without the Elephant Emoji?

With Or Without the Elephant Emoji?

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Difference Between Versions:

Version A – Email subject line with an elephant icon before the text
Version B – Email subject line without an elephant icon before the text


Key Performance Indicator (KPI): 


Test Goal:

Increase email open rates and donations

 

Traffic Source: 

Organic

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Test Run By and For

World Wildlife Fund

Test Run On

Visual Website Optimizer (VWO)

WINNING VERSION

A

Poll Results - The Best Guesses:

With Or Without the Elephant Emoji?

  • Version A
  • Version B
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Test Details:

The international wilderness preservation organization, World Wildlife Fund (WWF), conducted this elephant emoji test to increase campaign donations.


Background:

As a non-profit organization, one effective way for WWF to drum up interest in supporting their cause is to send frequent emails to subscribers.

The team wanted to ensure their message would stand out and get noticed. They wondered if including an icon in the subject line would help.


Hypothesis:

The team suspected including a relevant emoji would make the email stand out in crowded inboxes, especially on mobile devices, leading to higher open rates and higher conversion rates.


 

Poll Results - The Best Guesses:

With Or Without the Elephant Emoji?

  • Version A
  • Version B
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Carla
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Carla

interesting analysis

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Test Run By and For

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Test Run On

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