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.
Plain-English take
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.
Plain-English take
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.
Plain-English take
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.
Plain-English take
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.
Plain-English take
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.
Plain-English take
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.