Explore peer-reviewed field experiments and meta-analyses on SaaS trials, email, paid search, referrals, content sharing and choice design. Compare methods, context and limits.
A strong example of testing a narrowly defined personalization change with downstream outcomes. For a current campaign, randomize the treatment and measure outcomes that matter beyond opens.
Summary
In the main experiment, adding the recipient’s name to the subject line raised the open probability from 9.05% to 10.80%, increased sales leads from 0.39% to 0.51%, and reduced unsubscribes from 1.2% to 1.0%.
Manufacturing & Service Operations Management · 2022
For your marketing
The core lesson is to evaluate lifecycle email against retention, usage, and margin by segment. A message that lifts engagement can still lose money for some cohorts.
Summary
A one-month program with two emails increased five-month retention likelihood by 7.4%, lowered churn odds by 26.3%, and raised per-period service use by 7.0%.
Encourages measuring email's full downstream value rather than clicks alone. For SaaS, connect email exposure to later product activation, opportunities, and revenue with a credible design.
Summary
Email advertising was associated with increased sales across channels through higher purchase probability and a wider variety of products bought; effects varied across product types and customer segments.
Journal of the Academy of Marketing Science · 2024
For your marketing
Use to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.
Summary
Field experiment provided causal support for reallocating direct mail toward prospects/high-value segments and email toward current customers (as described by the paper).
International Journal of Research in Marketing · 2021
For your marketing
Use to frame a lifecycle hypothesis and define customer-level outcomes; check whether the study's market and retention horizon resemble yours.
Summary
Push treatment yielded about twice as many stamp redemptions and about 14% higher average spending; effects were especially strong among heavy customers.
Use it to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.
Summary
Browse-abandonment emails increased online-channel sales and sales in the triggered category; longer navigation histories and wider-assortment recommendations were associated with larger conversions/revenues.