Dr. Maya Shankar

And we wanted to do everything we could to smooth that transition and open up as many doors as we possibly could for veterans.

And we wanted to do everything we could to smooth that transition and open up as many doors as we possibly could for veterans.

Now, the challenge is that vets weren't signing up for this, in part because we haven't made a compelling enough case probably for the program or we weren't getting the word out, and because we were budget constrained.

Now, the challenge is that vets weren't signing up for this, in part because we haven't made a compelling enough case probably for the program or we weren't getting the word out, and because we were budget constrained.

We didn't have a ton of dollars to throw at marketing this program.

We didn't have a ton of dollars to throw at marketing this program.

So the VA came to us and said, look,

So the VA came to us and said, look,

Maya and team, we have one email that we're sending out about this program.

Maya and team, we have one email that we're sending out about this program.

Do with it what you want, but that's all you've got.

Do with it what you want, but that's all you've got.

And so we set up an A-B test in which, you know, the one version of the email was the original email.

And so we set up an A-B test in which, you know, the one version of the email was the original email.

And then we modified the email and we actually just changed one word in the email.

And then we modified the email and we actually just changed one word in the email.

Instead of telling vets that they were eligible for the program, we simply reminded them that they had earned it through their years of service.

Instead of telling vets that they were eligible for the program, we simply reminded them that they had earned it through their years of service.

And this one word change led to a nine percent increase in access to the program.

And this one word change led to a nine percent increase in access to the program.