37.2% lift How changing the sending domain impacted email engagement rates

Date Added: July 31, 2020 Research Partner: Americans for Prosperity Element tested: Email Sender

Americans for Prosperity had been running a number of petition and survey acquisition offers and produced hundreds of thousands of new email addresses, donors, and revenue through this acquisition process. However, with such a large volume of emails coming through these types of offers, over time they noticed their email engagement rates (deliveries, opens, and clicks) going down. They had two email sender domains available to them, so instead of sending from the one they've been primarily using, they decided to test sending an email from the secondary email sender domain to monitor email engagement rates against the primary domain.

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19.1% lift How changing the sender of the newsletter impacted email engagement rates

Date Added: July 31, 2020 Research Partner: The Fund for American Studies Element tested: Email Sender

As a part of optimizing their program, TFAS wondered if switching who sent their weekly newsletter email to subscribers could improve their email engagement rates. To test this experiment, we decided to send three straight weekly newsletters and combine the results so as to mitigate false readings from a single email send.

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101.4% lift How specificity in impact and in the ask affects email conversion rate

Date Added: July 31, 2020 Research Partner: Compassion International Element tested: Email Copy

Compassion International has a "test and learn" program through which 10,000 sponsors each month are asked to make an additional gift. This provides opportunities to learn what motivates them to give by testing email copy. In June 2020, their team had drafted an email asking for a gift to the "Where Most Needed" fund, an unrestricted fund that allows Compassion to meet the most urgent needs of children. The original email made a direct ask

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12.1% lift How using a first name in the subject line impacted open rate

Date Added: July 24, 2020 Research Partner: Americans for Prosperity Element tested: Email Subject Line

Americans for Prosperity was looking to promote a new survey to their email house file to help identify policy alignment to formulate both segmentation opportunities, as well as understand alignment with their policy team's perspective on the issue. In an attempt to increase open rate (and subsequently survey fills), we decided to experiment with the subject line.

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171.4% lift How creating a simpler email format increases donations and revenue

Date Added: June 22, 2020 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Email Design, Email Copy

Missionary Oblates send out a monthly evangelize newsletter. They use the simpler format on all other emails that come from their organization as a way of creating a one-to-one relationship with the subscribers. They want to see if this same concept would apply to the stylized newsletter sent out each month. To do this, instead of breaking up all the stories, they put the entire first story into the email followed by the other links. The goal was the measure the impact on engagement (including giving).

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17.2% lift How emphasizing the unknown impacts open rate

Date Added: June 22, 2020 Research Partner: EWTN Element tested: Email Subject Line

EWTN was sending out an email as part of their calendar year end campaign. As with every email, we wanted to find a way to increase the engagement of the email audience. With this email, we decided to test two different subject lines. Both emphasized the "unknown" to try to increase intrigue but the control focused on the "work" and the treatment mentioned a "lesser known gift." We wanted to see which would increase opens and clicks.

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-6.7% drop How the time of the send impacts engagement

Date Added: June 22, 2020 Research Partner: Back to the Bible Element tested: Email Sender

Back to the Bible was sending out an email to their housefile promoting their latest free resource. They wanted to see if an evening send would have any change on impact when compared to a send during the middle of the day.

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Not Valid How campaign first messaging impacts clicks from donors in Giving Tuesday Now emails

Date Added: June 22, 2020 Research Partner: EWTN Element tested: Email Copy

On Giving Tuesday Now, EWTN ran a campaign focused around acquiring recurring donors. Because Giving Tuesday Now is new to people, we were curious if that message would resonate with donors and nondonors on EWTN's email file. We tested this by using mission based messaging at the beginning of the email and then later talked about Giving Tuesday Now for the control, and developed a treatment used Giving Tuesday Now focused messaging at the beginning of the email and then later used missional messaging. We tested this with two different segments - donors and nondonors to see if there was a difference in response based on audience segment as well.

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39.1% lift How less teaser information in the weekly newsletter impacted clickthrough rates

Date Added: May 29, 2020 Research Partner: The Fund for American Studies Element tested: Email Design

As a part of continued learning and testing, The Fund for American Studies was looking to further experiment with increasing the engagement (opens and clicks) from the weekly email newsletter.

After recently successfully testing their way into a simplified newsletter template (that removed all traces of marketing veneer), they decided to experiment with decreasing the amount of "teaser" copy that corresponded with each article.



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