It wasn’t just the length of the email body they changed in the 3rd variant... they also changed the subject line from “Welcome to Netlify” to “Question...”, but that change wasn’t mentioned as a potential contributor to the good result.
I’m betting that change resulted in a big increase in open rate. I’m conditioned to ignore “Welcome to AcmeCo”-style emails.
FWIW I'm also conditioned to ignore emails that are vague. Honestly, at this point I assume any unsolicited communication is a spear phishing attempt until proven otherwise.
Agreed. Extending on /u/formerly_proven point, I think the third variation - where the subject changes - makes the email feel like it's coming from a real human even more.
I’m betting that change resulted in a big increase in open rate. I’m conditioned to ignore “Welcome to AcmeCo”-style emails.