Calling All Writers and Marketers: Write the most effective copy for this Consumer Reports email and win a MarketingSherpa Summit package
This contest is now closed and no longer accepting entries. You can read this blog post to see the test results along with a full analysis and what lessons you can learn from this test.
It’s our fourth annual copywriting contest, and this year the MarketingExperiments blog has partnered with the Convince & Convert blog to find the most effective copywriter or marketer to help a nonprofit organization that has spent the last 80 years battling in the public and private sectors for safer products and fair market practices.
Take a few minutes to write your most effective email copy expressing one of the Value Focuses that would resonate with donors of our nonprofit partner, Consumer Reports. Leave your most brilliant copy as a comment on this blog post for a chance to win a MarketingSherpa Summit package, which includes a free ticket to MarketingSherpa Summit 2016 and a stay at the luxury Bellagio resort in Las Vegas. Deadline for entries is January 17, 2016 and official rules are here.
How to Enter
- Choose a Value Focus for Consumer Reports from below (or create your own) that you would like to test.
- Write the most incredible, effective, compelling opening to the Treatment email that best expresses your chosen Value Focus. Could be three words. Could be three pages. Whatever you think will work best.
- Enter with a comment to this blog post. You can enter as many times as you wish; please just create a new comment for each entry.
All good writers need some juicy details, so let’s dive in and take a closer look at the specifics.
The team from MECLABS Institute (parent research organization of MarketingExperiments and MarketingSherpa) will pick the top three or four entries that we think have the most effective copy, and test them on a real audience pulled from Consumer Reports’ email lists. So, even if you don’t win, you’ll hopefully gain something valuable from this very public experiment — some new split testing ideas that you can use to improve your own marketing results.
To help you do that, I’ll explain a little bit about the testing methodology the MECLABS team used to create the design of experiments for this test, and give you enough information about Consumer Reports and the experiment to create your own entry. Ready? Let’s begin by providing you further detail about your “client” for this assignment.
Step #1: Understand the client’s goals and needs
Consumer Reports is a nonprofit organization supported by over seven million subscribers, activists and donors. It conducts state-of-the-art product testing in its in-house laboratories and fights for consumer choice, safety and fairness in the marketplace.
Formed as an independent, nonprofit organization in 1936, Consumer Reports serves consumers through unbiased product testing and ratings, research, journalism, public education and advocacy.
“[In] 2016, for Consumer Reports’ online fundraising we look to continue to grow revenue — since 2013 we have grown from $800,000 a year to looking at over $2.7M this year. Our challenges though are how to keep up with such great growth and this test will hopefully help us find another approach to increasing revenue,” Bruce Duesterhoeft, Program Manager of Online Fundraising, Consumer Reports, said.
“We hope to learn from other marketers who can give insights with both their ‘e-marketing’ hat on and with their ‘consumer’ and ‘potential donor’ hat on. What resonates with them? What would make them decide to give a contribution to Consumer Reports?” Dawn Nelson, Director of Fundraising, Consumer Reports, said.
Step #2: Learn about the customer through market intelligence
Every successful marketing test should confirm or deny an assumption about the customer. You need enough knowledge about the customer to create marketing messages you think will be effective.
For this public experiment to help marketers improve their split testing abilities, we have a real customer to work with — donors to Consumer Reports.
To help you better understand the customer, our Marketing Intelligence team created the ConsumerReports MI Research.
Step #3: Craft a hypothesis to help gain a better understanding of the customer
Sure, you can learn something and improve your marketing results somewhat with just one A/B test.
But the most effective way to use A/B testing is to build a customer theory. Each test should build on the next to help close the most critical gap marketers face — truly understanding what customers want and how they want it.
In the case of this crowd-written test, we want to learn what elements of value Consumer Reports offers are most appealing to this prospect type. We will then build on what we discover to help inform the next test with Consumer Reports, which will be a live test created with the help of the audience at MarketingSherpa Summit, and run during the event. (To learn more, you can read about the Hands-On Live Test Lab session in the agenda.)
So the hypothesis for this test is …
By highlighting specific Value Focuses that communicate the appeal (How attractive is this to our ideal donor?) and exclusivity (Can anyone else credibly claim to have what is offered?) of donating to Consumer Reports, we will increase the overall perceived value of donating, leading to higher clickthrough.
Step #4: Determine how to design a valid experiment to test this hypothesis
Next, we had to determine how many treatments we could send in the test and get a statistically significant result that actually represents customer behavior and is not just the result of random chance. (This gets to be a pretty complex topic, so I won’t go into it. But you can learn more about sample size sufficiency here.)
“In order to gain an understanding of how many treatments we can run, we had to estimate the minimum sample size for the January test. The data points used to calculate this were email list size, baseline clickthrough rate and minimum relative difference that we are aiming to detect,” Jordan Baker, Data Manager, MECLABS Institute, said.
Using the below data and assumptions, Jordan estimated that we could test five email approaches (one control plus four treatments) and identify the most effective treatment with a 95% level of confidence.
Estimated List Size (provided by Consumer Reports): 300,000
Clickthrough Rate (from 2015/historical data): 1.77%
Minimum Relative Difference: 10%
“The Consumer Reports team had a business need to assign 35% of the traffic to their control email, which changed up our typical procedure of doing an even split of 20% per control/treatment. We were able to cater to this need without drastically affecting the validity of the test, and now the Control will receive 35% of traffic and each treatment will receive 16.25% of traffic,” Baker added.
Step #5: Create Value Focuses to test
A value proposition should answer the following question: “If I am your ideal prospect, why should I buy from you rather than any of your competitors?”
MECLABS uses a five-step process to identify the most effective value proposition, and we conducted a mini version of our value proposition workshop to help determine the Value Focus we would test:
1. Identify the value proposition question.
We settled on “If I am your ideal donor, why should I donate to Consumer Reports rather than any other nonprofit organization?”
2. Identify potential Value Focus.
Several members of the Consumer Reports and MECLABS teams submitted possible Focuses, informed by Consumer Reports’ experience and MECLABS Market Intelligence research.
3. Rate the appeal and exclusivity for each Focus.
We did this as a group in the workshop.
4. Identify evidentials for the top Value Focus(es).
5. Craft a clear argument integrating the top Value Focus(es) with supporting evidentials.
Here are the value elements we decided to focus on for this test, with evidentials included. (And, it’s Consumer Reports. It is a massively well-known and respected brand with tons of information available about it. So don’t feel only locked into our evidentials. Feel free to identify your own. To get you started, here is Consumer Reports’ About Us page for reference if you’d like to research and identify your own evidentials.)
And you get to help with Step #5. Craft clear messaging to potential donors that expresses a Value Focus (the element of all the possible value you provide to ideal customers that each segment finds most compelling). When you submit your entry in the comments section, let us know which Value Focus you are writing copy for.
Value Focus #1: Honest and unbiased reporting
- Process Orientated: Not having to rely on advertisers or corporate funding allows Consumer Reports (CR) to deliver honest reporting.
- Consumer-focused
- Independent and unbiased
- Purchases all products that are tested
- Not influenced by corporations
Value Focus #2: Quality of research
- Process Orientated: Trusted, high-quality research is powered by the largest consumer advocacy group in the world, Consumer Reports.
- Consumer Reports has 60 labs plus its own auto track used to conduct its testing
- CR rates nearly 4,000 products and services each year
- There are nearly 300 CR staff members involved in testing, researching and reporting on all of these products and services. This includes, to name a few, individual testers, scientists, doctors, writers, editors, proofreaders, statisticians, Web developers and market researchers.
Value Focus #3: Personal impact
- Outcome Orientated: The research and testing conducted by Consumer Reports has a direct impact on the safety and quality of life for millions of people.
- Makes a difference in the lives of others
- Helps keep me and my family safe
- Helps me make well-informed purchase decisions
- Helps me save money
Value Focus #4: You tell us
- One of the benefits of this test for our nonprofit partner, Consumer Reports, is to discover new Value Focuses it might not have previously considered. This is essentially a large focus group of experienced copywriters and marketers who may be able to identify a Value Focus we’ve overlooked.Plus, you’re creative folks. We didn’t want to stop you from using a good idea you had by imposing too much structure. If you choose to enter with your own Value Focus, just let us know you’re entering Value Focus #4 and tell us what it is, along with the actual copy you write for the email that messages your Value Focus.
Since the desired action is a donation and the reward for the consumer is the intangible value that comes with contributing, the value proposition should answer the “What’s in it for me?” question that every customer asks. (As with many donations, recipients will also get tangible benefits for donating, which you can see by clicking “Membership Benefits” on the Consumer Reports landing page.)
Step #6: Create messaging (here’s where you come in) and conduct the split test
Control email
- Subject Line: <first name>, Please Read This Important Notice
- From field: Consumer Reports Foundation
- Preheader: Please renew your annual membership to Consumer Reports today!
Treatment emails
The treatments will have the same subject line, from field, preheader, imagery and template. The call-to-action copy in the body will also be very similar.
The only factor that will be significantly different will be the value proposition messaging you write at the beginning of the email.
Conversion Objective
The winner will be the email that generates the highest clickthrough rate. A click within the email takes donors to this landing page (the ask amounts will be dynamic).
On the landing page, the conversion objective is to have donors renew their membership. The funds from membership renewal are a donation to Consumer Reports.
Step #7: Learn from previous copywriting contest winners
Looking for some inspiration for your entry? Here is some info from previous public experiments:
The Writer’s Dilemma: How to know which marketing copy will really be most effective
Subject Line Test: 125% more unique clickthroughs
Step #8: Show us what you’ve got!
Now that you have all of the info you need, we look forward to seeing the copy you come up with.
Remember, you can enter by leaving a comment like the example below. Just include the Value Focus you’re writing about and your copy for the opening section in the email.
Good luck! Winners will be announced (along with an analysis of why they won to help you with your future testing) on the MarketingExperiments and Convince & Convert blogs.
Good luck! Winners will be announced (along with an analysis of why they won to help you with your future testing) on the MarketingExperiments and Convince & Convert blogs and at MarketingSherpa Summit 2016.
You can follow Daniel Burstein, Director of Editorial Content, MECLABS Institute, @DanielBurstein.
Value Focus #3 – Personal Impact
Dear ,
First and foremost, I want to thank You for Your support of Consumer Reports. It is thanks to generous contributions from consumers like You, that Consumer Reports has had the honor of providing honest and dependable product reviews since 1936 .
Your contributions to date have helped to keep families in Your community safe from faulty and dangerous products and services that, unfortunately, do make it to the marketplace from time to time. Don’t just take my word for it, we’ve compiled just a few of Your Victories so that you can see the impact we have made together.
Your continued support of Consumer Reports means that our team of industry professionals will have the opportunity to continue vigorously testing new products and providing reviews that help You and those in Your community make informed purchase decisions. Decisions that save You money, but most importantly – decisions that keep those that You care about safe.
On behalf of myself, the entire Consumer Reports team, and all of those that we have been able to help together, thank You for Your support of Consumer Reports – past, present and future.
(Value Focus #1)
Hi (Name),
$2.60. What can it get you?
* One drip coffee
* One bus fare
* A contribution to Consumer Report’s continued independence.
Your support is vital to enable Consumer Reports to provide unbiased reporting. We rely on donations, not corporations.
To continue our award winning and consumer protecting research, we have committed to raising $2.7 Million in 2016.
If each of our 7 million subscribers donated $2.60, less than the price of a latte, this campaign would be over today. Please contribute to ensure our continued success this year.
(Donation Link)
(Value Focus #4 – Consumer Empowerment)
When you think of things that have great power and pull in this world, you tend to think big. The media. Political parties. Social networks. Great shifts and major changes have come about thanks to all of these things.
But there’s one thing that outshines them all. The power of the consumer.
And you, (NAME), perfectly demonstrate that raw, unbridled power with your support of Consumer Reports.
For 80 years, Consumer Reports has conducted clear, reliable and honest reviews on thousands of products used by people every single day. Our commitment remains the same as it did then: test new products, use them to the fullest and then report our results back to you – letting you, the consumer, decide with your money.
And today, your support is needed more than ever. From mega-mergers to corporate “whitewashing” to social media blasts, faulty product manufacturers are doing everything they can to distract you from real, widespread issues with their products.
Your support of Consumer Reports helps ensure that we remain an unbiased, dependable resource unaffected by “sponsorship” dollars from big companies. By making a donation, you not only allow us to continue this proud path, but also send a message to manufacturers around the world that your opinion won’t be tainted by a blitz of marketing messages.
Don’t just make a donation. Make a statement. Help us to continue making sure the best products always rise to the top and quality is always rewarded. From everyone here who works hard to make Consumer Reports the trusted resource it is today – thank you, and let’s keep working together to make 2016 the Year of Consumer Empowerment.
Value Focus #1: Honest and unbiased reporting
It’s hard to find reliable information these days. Everyone has an opinion and is ready to share it. And everyone is biased.
Except us.
For 80 years, Consumer Reports has given you honest and unbiased reporting. We don’t rely on advertising or corporate funding. We care about you, our consumer, and we’ve built our legacy on providing independent, unbiased reviews.
That means we don’t take any money nor influence from corporations. And we pay for all the products that we review.
You can imagine that gets expensive, but we think it’s worth it. There’s nothing holding us back from telling it like it is.
You can help us carry the legacy into the next decade. When you give a donation to Consumer Reports, your money goes toward continuing our unbiased, non-partisan, independent research and reporting.
So you know you’ll always get the facts.
Give now: {https://donateconsumers.org/ea-action/action?ea.client.id=1926&ea.campaign.id=39702}
Dear [first name],
HELP KEEP BUSINESS HONEST & FAIR
Renew your subscription to Consumer Reports today [all 7 words hyperlinked to renewal form]. Your support makes the world healthier, safer, and more sustainable. We’re 100% funded by consumers who care about making companies accountable and fair.
And you’ll always have 24/7 access to the information you need to make smart buying decisions:
• Expert ratings
• Buying advice
• Product recommendations
• User reviews
Value Focus #1
Dear (Contributing Member),
In a time when information is at a surplus but credibility can be questionable, we at Consumer Reports believe that continuing in our tradition of independent, unbiased reporting is at peak importance. Since 1936 Consumer Reports has been delivering consumer-focused product information to our subscribers without the influence of corporate advertisers and we want to continue along this path for another 80 years.
Subscriber and donor contributions are the backbone of our organization. Your continued support helps guarantee that we are not constrained by commercial influence and can continue to deliver reports that empower consumers to make knowledgeable, informed purchases.
Visit our Contributing Membership page and help us continue focusing on the needs of consumers and donate for consumer safety today.
(include donate button here)
Dear (Contributing Member),
Consumer Reports has been delivering impartial product and service guidance to consumers for nearly 80 years. With more than 300 professional staff members rating close to 4,000 products each year, we are the largest consumer advocacy group in the world. Our staff is comprised of scientists, doctors, statisticians, Web developers, market researchers, just to name a few, ensuring the collection and delivery of high-quality information.
Subscriber and donor contributions fuel our ability to continue providing the information that allows consumers to make knowledgeable and informed purchases. Operating without the constraints imposed by advertising and other commercial influence is dependent on the continued support of our members.
Please visit our Contributing Membership page and help us continue focusing on the needs of consumers and make your donation today.
(include donate button here)
Value Focus #3: Personal Impact
Subject Line: Resolve to Make Your 2016 Safer
Belated Happy New Year (Insert Name Here)
We have all probably started 2016 with resolutions. By definition, the word “resolution” means “a firm decision to do or not to do something.” Did you resolve to: exercise more, eat better, spend less or save more?” Did you consider resolving to make your 2016 safe for you and your loved onesr? Your donation to Consumer Reports can help you achieve that unspoken resolution.
As a contributor, you know we “work to make the world healthier, safer, and more sustainable.” In 2015, we reported on connected devices and their effect on your privacy (4/2015), the best fitness trackers (11/2015) and technical support that gave you peace of mind about your elderly loved ones (5/2015).
[Insert image from http://www.consumerreports.org/cro/news/2015/05/tech-support-for-long-distance-caregivers/index.htm%5D
A $30 donation gives you and your family Member Benefits, https://donateconsumers.org/ea-action/action?ea.client.id=1926&ea.campaign.id=46228&sourcecode=6021000120&ask=1000|500|100|50|35&ask_selected=50&en_txn6=6021000120.
That’s a small price to pay for peace of mind. It’s also a small price to pay to satisfy a resolution. A resolution than you can keep with minimal effort. So, consider donating today.
Resolve to make our world safer for you and your loved ones.
Value #2: Quality of Research
For nearly 80 years, Consumer Reports has been a trusted source for unbiased research of products and services that help you and millions of other consumers make informed purchasing decisions. Our comprehensive services for consumers like you include:
• Honest Reporting: With nearly 50 state-of-the art research labs, a 327-acre automotive testing track, and 300+ staff members, we’re able to test thousands of products and provide the most in-depth and unbiased information available.
• Consumer Safety: All year long, we monitor and bring much-needed attention to product recalls across various industries.
• A Voice for Consumers: Our advocates across the U.S. work closely with online activists to prevent deceptive pricing and other practices that hurt the average consumer.
We cannot continue this important work without your support.
Marketing Experiments Blog
Consumer Reports Value Focus Contest
Entry # 1 from Robert Hardy, rghardy50@outlook.com
Value Focus #4: Validation & Empathy
Be important to those who mean the most to you in your circle
Be the person your circle turns to for advice (backed by Consumer Reports)
When your generous donation to CR instantly provides you with access to CR unbiased product testing and ratings, to independent research, to outstanding public education and so much more…
When you join over 1 million on-line activists pushing for improvements in the consumer marketplace, and see the Gold Standard for information and advocacy in action…
Then:
• When asked by family & friends, what do you think about this product, that service, this marketplace issue, that breaking scandal…
• When you see someone you love or respect about to make a big purchase mistake or rush into a situation…
• When you see someone you love or respect paralyzed by information overload or pressured by the sales pitch…
You:
• Can help in a big way…
• Can feel confident and valuable in any consumer debate or purchasing decision…
• Can empathize with someone in need or someone caught up in a good (consumer) cause…
Protect yourself in your own purchase decisions, yes. But also know you have helped others. Know you have the best of the best information behind your advice. Know you have played a significant role in others’ lives. Feel good.
That is what the right donation can do for you.
Marketing Experiments Blog
Consumer Reports Value Focus Contest
Entry # 2 from Robert Hardy, rghardy50@outlook.com
Value Focus #1: Honest & Unbiased Reporting
You want it all! AND rightfully so!
• Honest, unbiased reporting and independent research.
• An organization that delivers with integrity on the mission that consumer products and services MUST be safe, effective, reliable and fairly priced.
• An organization that respects that you want them to always keep a focus on YOU, the consumer.
• An organization that has the strength of convictions to champion the consumer cause in fighting the unethical out there.
• Every time. All the time.
Just know that:
• For 80 years, CR has battled public & private sectors for safer products and fair market practices
• CR purchases every product they test. None of this “here, try my “FREE” product out”. “If you test my product, you get an invitation to our conference.”
• CR does not rely on advertising or government/corporate funding
CR does rely on your membership, your donation to fight the battle and win! Please donate. Thanks.
Marketing Experiments Blog
Consumer Reports Value Focus Contest
Entry # 3 from Robert Hardy, rghardy50@outlook.com
Value Focus #2: Quality of Research
You want to buy quality products and services, right?
So, you must want quality research to make that buying decision, right?
How about knowing that:
• You get high-quality research powered by the LARGEST Consumer Advocacy Group in the WORLD!
• CR has 60 labs and its own auto testing track.
• CR rates nearly 4,000 products and services each year.
• Nearly 300 CR staff are involved in testing, research, and reporting.
• You can trust real scientists, doctors, statisticians, web developers, market researchers and other specialists to perform this research?
CR insists that manufacturers, retailers, government agencies, and others be clear and honest.
CR advocates for truth and transparency wherever information is hidden or unclear. You see it, with your own eyes, in the CR reports, the ratings, the advocacy positions, every time.
There is always one critical belief that a top researcher must hold: Facts are always stubborn. CR deals with facts. There is no higher quality standard in consumer testing research than that.
When safe, effective, reliable and fairly priced products and services are important to you, there is only one way to do the research…The CR Way, the Gold Standard way.
Value Focus #3: Personal Impact
Dear [Contributing Member],
Thank you for your support of Consumer Reports. As a Supporter, you already know the value our independent product testing, ratings, and research programs bring to consumers like you and your family.
As an independent, non-profit organization, we’re committed to using the strong platform of Consumer Reports to fight for consumer justice — whether it is in the halls of Congress or the content of our products.
By renewing your subscription today, you can continue to help us
• in our 8 decade mission of empowering consumers to make informed decisions,
• be a voice for and give a voice to consumers,
• be an advocate for pushing for improvements in the consumer marketplace.
To see how your continued support has helped power change, visit the Consumer Reports Your Victories page (bold and link to Your Victories page). We could not have had these victories without you.
Renew your membership today (bold and link to donor page) and help us continue this important work.
Value Focus #3 (Personal Impact)
The luxuries of a personal shopper, investment consultant, risk management expert, and always-honest advisor are only a click away with a renewal of your Consumer Reports membership.
Since 1936, Consumer Reports has been conducting state-of-the-art product testing to fight for consumer choice, safety, and fairness in the marketplace.
As a non-profit, unbiased research center, Consumer Reports relies on support from donations like yours to:
• Discover and recommend new and innovative products
• Advise on worthwhile investments and best-value purchases
• Avoid risks by informing the public of scams and dangerous or defective products
• Provide unbiased reviews of the products you consider purchasing
Thank you for your support and we hope you continue utilizing the many luxuries Consumer Reports provides.
Testing Value Focus #3 – Personal Impact
Mandatory Seat Belts – BPA-Free Baby Products – Identity Theft Protection – Health Care Reform
What do these have in common? They’re some of the many victories Consumer Reports has achieved with supporters like you – consumers committed to improving the quality, safety and performance of the products and services we use every day.
We’ve been fighting for consumer justice since 1936. And have remained independent and unconstrained by commercial influences through the millions of consumers who support us.
Our National Testing and Research Center is the largest nonprofit educational and consumer product testing center in the world. The data we gather through our research fuels our advocacy, resulting in the victories noted above and many others, including:
• More fuel efficient cars
• Mandatory hospital reporting of infection rates
• Dramatically improved safety standards for toys, cribs and other children’s products
• Strong net neutrality rules adopted by the FCC.
Together, we have so much to celebrate. However, there’s so much more to do to protect ourselves and our families. We need your continued commitment. Please take the time to renew today (bold and link to donor page).
Value Focus #1 – Honest & Unbiased Reporting (w/multiple-choice question)
Consumer Reports is:
☐ Independent
☐ Invaluable
☐ In need of your continued support
All of the above
As an independent, non-profit organization, Consumer Reports has never taken a dime from advertisers or special interests, and we never will. Since 1936, we have built our reputation by providing information, education and advocacy free of corporate influence or interference.
Each year, we spend over $27 million on consumer product testing, ratings and research programs – thanks to the support of renewing members like you.
Value focus #4: We’re your advocate during these trying times – Long version
Since 1936, Consumer Reports has provided our subscribers valuable, unbiased consumer purchasing advice based on solid, rigorous research and testing. We’re your advocate during these trying times when your dollars need to stretch to not only cover basic necessities, but to plan for your and your family’s future, including continually increasing education, medical, and retirement costs.
We’re here to ensure you get the safest, highest quality, and most cost effective products available—saving you precious time, money, and peace of mind. But we can’t do that without your help. In order to continue this mission, we need the funds to do so—money that other publications get from advertisers and special interests with hidden agendas that do not have your best interests at heart.
That’s why we’re asking you to renew your membership to Consumer Reports today so we can continue working for you and your loved ones another 80 years.
We appreciate and thank you for your continued support.
Value focus #4: We’re your advocate during these trying times –shorter version
Do you want to continue to receive unbiased, valuable product reviews from a nonprofit publication that’s had your best interests at heart for the past 80 years? Do you want to hold onto and invest more of your hard-earned money for your family and future during this time of continually increasing education, medical, and retirement costs?
Consumer Reports is your personal consumer advocate to ensure you’ve got the information you need to purchase the safest, highest quality, most cost-effective products available, without having to research each item yourself. We take out the guesswork with solid, rigorous research and testing, with results unaffected by hidden agendas or advertising dollars.
Renew today so we can continue this mission that focuses solely on saving you precious time, money, and peace of mind. We thank you for your continued support.
Value focus #4: We’re your advocate during these trying times – bulleted version
Why should you continue to support Consumer Reports’?
• It’s only with your support that can we can carry on the same thorough and reliable consumer advocacy and unparalleled product research we’ve provided you the past 80 years
• To continue your access to unbiased, valuable product reviews to ensure special interests and advertisers aren’t taking advantage of you during a time you can least afford it
• In order to ensure you have the information you need to purchase the safest, highest quality, most cost-effective products, without having to research each item yourself
• So you can hold onto and invest more of your hard-earned money for your family and future during this time of continually increasing education, medical, and retirement costs
• To save you precious time, money, and peace of mind
Please renew today and help us continue this important mission. We thank you for your continued support.
Value Focus #3: Personal impact
Dear [John Smith],
Each year, our experts test thousands of products to continue empowering consumers with the knowledge they need to make better and more informed purchasing decisions. Through your unwavering and generous support, you’ve helped us stand firmly for safe, effective and fairly priced products and services which improve the lives for millions of people.
In 2015, your support has helped Consumer Reports to WIN for consumer justice:
1. Block Comcast/Time Warner merger giving consumers competitive prices and more viewership options
2. California passes first-in-nation law to restrict the use of antibiotics in meat production
3. Keep the Internet free and open by having the Federal Communications Commission to adopt strong net neutrality rules
Marketing Experiments Blog
Consumer Reports Value Focus Contest
Entry #4 from Robert Hardy, rghardy50@outlook.com
Value Focus #3: Personal Impact
Don’t Be Duped! Don’t Wilt Under the Sales Pressure!
You have the awesome support of the CR team behind you all the way!
Peace of mind comes from knowing that:
The research and testing conducted by CR has had a direct impact on the safety and quality of life for millions of people. You can be one of them!
CR has relentlessly exposed landmark public health and safety issues including:
o increasing use of seat belts,
o reducing hospital-acquired infections,
o underscoring the dangers of cigarettes,
o spotlighting food- and water-safety issues,
o identifying vehicle-safety risks,
o advocating for consumer-finance protections,
o access to health care, and
o much more.
CR helps you make well-informed purchase decisions. In fact, CR surveys of more than 1 million subscribers capture vital feedback on purchasing decisions, experiences and shopping habits, helping to inform and protect. All available to you when you need it, before you buy!
Great benefits from informed decisions. Peace of mind on safety and quality issues.
But, at the end of the day, don’t you also, always, want to get the best deal? Of course you do! And CR gives you so much bargaining power, it will be the salesman wilting at the till, not you.
Consumer Reports Value Focus Contest for Marketing Experiments Blog
By Suzanne Stackle – triple0plus1@gmail.com
Value Focus #3: Personal Impact – What your contribution can accomplish.
For 75 years Consumer Reports has been the everyday man’s advocate. From the safety of children’s sippy cups to blocking corporate mergers CR is the watchdog with a mission to keep the public safe, informed, and create confident, responsible consumers. CR is a non-profit, unbiased research group supported by you. With your help here is quick look at some of our victories that you have made possible.
• Successfully blocking Comcast/Time Warner merger preventing these companies forming a monopoly through petitions and phone calls made to the FCC.
• Having regulations adopted in California for restricting the excessive use of antibiotics on healthy food animals, the first new law in the US.
• After years of advocating for better visibility standards now all vehicles are required to have back up cameras to ensure public safety.
• Successfully fighting Bank of America and ending $5 debit card fees.
• Want to see more successes fueled by you visit our Victory timeline. (http://www.consumerreports.org/cro/about-us/history/index.htm)
It is only through your help and continued support that Consumer Reports can remain the juggernaut in consumer advocacy that it has proven itself to be since 1936. And don’t worry we haven’t gotten too big we still test everything from golf clubs to mattresses for the best value to ensure you can be confident in your purchases. Our overarching mission is to help consumers but as a nonprofit, unbiased research group it is only through your personal contributions that we can make a difference together. Please support us in 2016, let’s do great things together.
Value Focus #2: Quality of research
Hello [Name of Subscriber],
Consumer Reports solely focuses on the needs of consumers now and in the future, serving as the gold standard for information and advocacy since 1936. Unlike our competitors, we are a not-for-profit. And our mission is to continue providing you with the most objective and accurate information that enables you to make well-informed decisions.
As a nonprofit, we rely on you to support us. With your membership renewal, you make it possible for us to continue delivering the largest educational and consumer product testing centre in the world.
1. We rigorously test nearly 4,000 products and services each year in our 50+ state-of-the-art testing facilities, including a 327-acre automotive testing track.
2. We employ a team of 300 highly trained experts:
• 100+ testing experts work in seven major technical departments—appliances, auto test, baby & child, electronics, foods, health & family, and recreation & home improvement
• 25 research experts work in three departments—product acquisition, product information, and statistics & quality management
• 150+ anonymous shoppers throughout the country
3. To supplement laboratory testing, our social scientists use advanced techniques to survey more than 1 million consumers each year for their feedback on a broad range of experiences with products, services, and health care.
Value Focus #1 – Honest & Unbiased Reporting
Who can you trust, <>?
It’s a difficult question to answer these days. We used to have faith in most news and review sources. But now, unfiltered “articles” can be promoted across media channels, and it seems like our attention is being bought using paid gimmicks and click-bait schemes.
Your support has been critical in our mission to provide trusted, unbiased buying advice to consumers for the past 80 years. We need your continued commitment to maintain our time-honored position as an honest source for research and reviews.
We don’t take money from corporations—that’s why you can trust our reporting. Please renew your membership today to help us continue our vital work, including:
• Testing thousands of consumer products to ensure quality and safety
• Evaluating credit card promotions, insurance plans, and other offers to uncover scams and protect your assets
• Publishing detailed information on product recalls to keep you informed and your loved ones safe
• Reporting on ways to help you and your loved ones navigate a complex marketplace and get the most from your purchases
Thank you for supporting honesty and integrity in consumer reporting. With your ongoing support, we’ll continue our mission to provide trusted buying advice in a time when it’s more important than ever to break through the noise. Please renew your membership without delay. We’re counting on you, <>!
Value Focus #1 – Honest & Unbiased Reporting
Who can you trust, [FIRST NAME]?
It’s a difficult question to answer these days. We used to have faith in most news and review sources. But now, unfiltered “articles” can be promoted across media channels, and it seems like our attention is being bought using paid gimmicks and click-bait schemes.
Your support has been critical in our mission to provide trusted, unbiased buying advice to consumers for the past 80 years. We need your continued commitment to maintain our time-honored position as an honest source for research and reviews.
We don’t take money from corporations—that’s why you can trust our reporting. Please renew your membership today to help us continue our vital work, including:
• Testing thousands of consumer products to ensure quality and safety
• Evaluating credit card promotions, insurance plans, and other offers to uncover scams and protect your assets
• Publishing detailed information on product recalls to keep you informed and your loved ones safe
• Reporting on ways to help you and your loved ones navigate a complex marketplace and get the most from your purchases
Thank you for supporting honesty and integrity in consumer reporting. With your ongoing support, we’ll continue our mission to provide trusted buying advice in a time when it’s more important than ever to break through the noise. Please renew your membership without delay. We’re counting on you, [FIRST NAME]!
Value Focus #1 – Honest & Unbiased Reporting (version 2)
Who can you trust, [FIRST NAME]?
It’s a difficult question to answer these days. We used to have faith in most news and review sources. But now, unfiltered “articles” can be promoted across media channels, and it seems like our attention is being bought using paid gimmicks and click-bait schemes.
Your support has been critical in our mission to provide trusted, unbiased buying advice to consumers for the past 80 years. We need your continued commitment to maintain our time-honored position as an honest source for research and reviews.
We don’t take money from corporations—that’s why you can trust our reporting. Please renew your membership today, because without your support:
• We cannot continue our vital product testing to ensure quality and safety
• We cannot publish unbiased research that uncovers scams and offers insights into protecting your assets
• We cannot reform an often misleading marketplace
• We cannot help you and your loved ones get the most from your purchases
Thank you for supporting honesty and integrity in consumer reporting. With your ongoing support, we’ll continue our mission to provide trusted buying advice in a time when it’s more important than ever to break through the noise. Please renew your membership without delay. We’re counting on you, [FIRST NAME]!
Value Focus #1: Honest and unbiased reporting
Dear [SUBSCRIBER]:
For over 75 years, Consumer Reports has been the gold standard for honest reporting. We’ve delivered the fair, unbiased reviews of products you use every day, from automobiles to computers. We don’t rely on advertisers or corporate funding; we purchase every single product we test so that we can deliver the unvarnished truth to you.
As a nonprofit, we rely on the donations of people like you, who value consumer-focused, thorough, and independent reviews. When you renew your membership, you ensure that we can continue to avoid being influenced by corporations. We’re in this for you.
Renew your membership today, or donate to us, and let’s continue to fight for the truth in reporting.
Value Focus #1: Honest and unbiased
Dear [Salutation]:
How does Consumer Reports maintain its independence? How do we manage, year after year, to be consistently honest and unbiased?
It’s because of you.
With your help, we pay retail for every product we test. We don’t get freebies that might influence our reviews. Because of your generosity, we don’t have to allow advertising, so there’s no conflict of interest. And unlike some other review companies, we don’t take any kickbacks or commissions when people buy the products we recommend. All because of you.
Thank you!
In the next year, with your help, we will purchase almost 4,000 products, then rigorously test them for quality, safety, and value before sharing our results with the millions of consumers just like you who rely on our research and judgment when making purchases.
To continue our vital product testing, research, and marketplace reform… [non-treatment text]
Value Focus #1: Honest and unbiased reporting
Dear [FIRST NAME],
Are you as tired of special interests muddying the news you receive? Trying to figure out which side or group is funding or lobbying the message? Where is the honest, unbiased truth?
For more than 75 years, Consumer Reports has been the voice you can trust. We never allow corporations, companies or individuals to influence our reports through — we only tell the truth: The truth consumers deserve to hear.
We purchase all the products we test ourselves in order to deliver truly independent market research and reporting. We are committed to the delivering the information you need to know about consumer products and services.
But we can’t do it alone. We are a nonprofit supported by more than seven million subscribers, activists and donors — people like you, who are also committed to honest reporting. We need your support to continue our efforts in product testing, ratings, research, public education and advocacy.
Your subscription will allow us to continue this important work, and gives you access to thousands of ratings and reviews, buying advice, product comparisons and more. We work hard to keep prices low to allow all consumers access to our unbiased information.
If you share our dedication to honest reporting, click here to subscribe and support our ongoing efforts. Consumers like you help us make the difference in truthful reporting.
Dear [First Name],
Quite truthfully, Consumer Reports is not for everyone.
There’s a lot of people who simply don’t care about where their products come from, who influences their information, or how much effort they put into researching their purchases. They want what they want when they want it – end of story.
And then there’s you, who’s invaluable renewal in membership has helped inform those who do care.
Why?
Because you care for others.
You care about which car will safely transport your newly graduated son or daughter to their job across the country.
You care about your spouse investigating which blood glucose meter will best provide them with the most accurate reading to live a healthier, longer life.
You care about the pregnant mother down the street anxiously researching the safest car-seat to bring her infant home.
And because you care, Consumer Reports has been able to impartially provide data to people so they can make informed decisions for a safer, healthier, fuller life.
Your renewal helps to keep manufacturers honest and families informed.
How?
Because your dollars go towards:
•Research that is consumer-focused
•Consistently providing subscribers with independent and unbiased data
•Testing that is not influenced by corporations
We take your donation seriously and know you have a lot of options on where to invest your giving. That’s why our trusted, high-quality research is powered by the largest consumer advocacy group in the world, including:
•60 labs plus its own auto track used to conduct its testing
•Nearly 4,000 products and services tested each year
•300 staff members involved in testing, researching and reporting on all of these products and services including doctors, scientists, statisticians and other highly skilled personnel
We truly appreciate you and the time you make to invest in the decisions of your future and to help others who seek accurate, unbiased information.
To renew, simply click here and continue supporting the over $27 million in annual testing, ratings, and research programs that keep manufacturers honest and your family safe.
#3 Personal Impact
Dear [First Name],
How many times has a seatbelt saved a life?
How can you trust that your drinking water is safe?
Why don’t you have to pay for charges if your credit card is stolen?
You can thank Consumer Reports for all of these simple things that affect millions of Americans each and every day.
We keep families across the country safe through education, advocacy and research. And with your help, we’ll continue in the year to come.
Value – #2 Quality of research
Dear [First Name],
Remember your science fair project from elementary school? We do stuff like that…every day.
Each day, we test things like which new auto features are the safest, which mobile phone is the most durable, and even which toaster makes the best toast.
We’re the experts – so you don’t have to be.
With 60 different labs testing more than 4,000 products and services each year, Consumer Reports offers the most accurate information possible. But we can’t do it without help from people like you.
Before I post a few comments for submissions, I wanted to suggest that the strategy behind these emails for Consumer Reports could be greatly improved. Why are you sending generic emails to people who have already donated? You have more detailed information about them and could then send more targeted emails. There are several segments that could be broken out based on the most basic information:
– People who donated less than $100 last year – entice them to increase their donation by highlighting the consumerreports.org offer.
– People who donated less than $250 last year – entice them to increase their donation with the magazine offer.
– People who donated more than $250 last year – thank them for their donation and remind them of how their donation was used.
Furthermore, if you had more details about what type of information the larger donors were accessing on consumerreports.org, you could target the emails even more. Were they researching cars? Electronic devices? Appliances? With this type of information, you could create really targeted, personal emails to each segment of the audience and speak to the value that Consumer Reports brings directly to them, instead of simple, generic emails.
Beyond the emails, I would also suggest adding a video to the landing page. The “We Work For You” video on the Consumer Reports website is compelling. Given the video was created in 2014, has this been tested already? I’m curious to know if adding a short video increases donations.
Having said that, and sticking within the limits of this particular contest, here is my entry:
#1 Honest and unbiased reporting
Dear [First Name],
Straightforward reviews. That’s what you get with Consumer Reports. We test and test so you don’t have to. And as an independent organization, we need your help.
You see, we can’t do all this testing without financial support. While other organizations may seek out corporate donors, we believe this would compromise our ability to remain unbiased. After all, how can you give an honest review if you’re getting paid to do it? The truth is, you can’t.
You helped us last year. During that time, we accomplished many things:
– We fought student loan providers on unfair, deceptive and abusive practices,
– We urged the auto insurance industry to base their rates on a consumer’s driving record, not on other, nondriving factors like credit scores, and
– We kept millions of children safe by bringing even more attention to the dangers of liquid laundry detergent pods.
With your help, we can accomplish even more in this coming year.
Value Focus #3: Personal impact
Dear Salutation,
We wanted to thank you for believing in Consumer Reports. Because of you, these recent consumer victories have succeeded in changing the lives of millions of consumers.
Your Recent Consumer Victories:
• Generated more than one million petitions/comments opposing the Time-Warner/Comcast merger, which was rejected by the FCC
• Convinced the FCC to adopt strong net neutrality rules to keep the Internet free and open
• Succeeded in having laundry-detergent makers address the problem of child injuries from liquid-laundry pods
We will continue to fight the good fight for the consumer, but to remain a non-profit, we rely on donations. Your donation goes directly to funding the research for the largest consumer advocacy group in the world.
Learn more about donor membership benefits and why donors like Bonna Oyer have been donating for nearly 30 years.
“Consumer Reports is the only organization I truly trust to be honest with us, the consumer public.”
—Bonna Oyer, donor since 1987
Value Focus #2: Quality of research
Dear Salutation,
Quality matters. Research that informs and protects matters. For over 80 years, we have been driven to provide you with quality research that saves you time, money, worry and regret.
Because of this belief, we are the only consumer organization that:
• Conducts research in 60 testing labs, one of which is the largest nonprofit educational and consumer product testing center in the world
• Spends more than $27 million annually in consumer product testing, ratings, and research programs
• Surveys more than 1 million consumers each year to capture vital feedback on purchasing decisions, experiences and shopping habits
As long as you continue to value quality research, we will continue to provide it, uninfluenced by advertisers. But to remain a non-profit, we rely on your donations, which go towards funding our research.
Learn more about donor membership benefits and why donors like Bonna Oyer have been donating for nearly 30 years.
“Consumer Reports is the only organization I truly trust to be honest with us, the consumer public.”
—Bonna Oyer, donor since 1987
Value Focus #3: Personal impact
Our 2015 ‘Report Card’ to You
Dear [SALUTATION],
Because of your generous giving, we were able to expand our role in 2015 as educator of, and advocate for, the American consumer.
Our passion has always been to empower consumers with the knowledge they need to make better and more informed choices.
To maintain our editorial integrity and operational efficiency, we continue to accept no advertising, corporate contributions, or free samples. We rely solely on the support of people like you.
Thank you for being a part of our community of donors.
Click here to continue your support this year.
So you can better appreciate how you’ve helped make a difference in the lives of others, here is a sample of what we reported on to consumers, and the actions we took on their behalf in 2015.
Food Safety
• We unraveled the mystery behind the “sell by,” “best by,” and “use by” dates on food packaging. In addition to the obvious safety aspect, by not discarding food that’s perfectly safe to consume, a family of four can save as much as $1,500 a year on their food bill.
This is especially critical for lower income families. According to the USDA, they spend 32 percent of their income on food, compared with only 6.8 percent for higher income households.
• We took a close look at an issue that affects nearly every family: tainted ground beef. Our research revealed a clear distinction in both quality and safety among conventional, organic, grass fed, and organic grass fed beef.
• GMOs remain a hot-button issue and we continue the fight, in the halls of state legislatures and Congress, for clear GMO labeling. We offered consumers an in-depth report on GMOs in February and continue to keep a close watch on this issue.
Grocery Value Choices
With the help of our readers, we brought to light the best and worst major grocery store chains. We also included ways consumers can shave multiple dollars off their food bill.
Protecting Seniors
Our senior population loses billions of dollars each year to fraud. One in 20 has reported abuse at the hands of scam artists.
In November, we shared the truly disheartening story of 87-year-old Beth Baker, who had been scammed out of $65,000—almost all of her liquid savings—after being told by a voice on the phone that her grandson was languishing in a Peruvian jail.
We hope this story empowers our audience of seniors and their families to better protect themselves and their loved ones.
Saving Everyone Money
In 2015 we showed consumers how to …
• Protect themselves from unforeseen medical bills
• Shop for the best health insurance
• Improve their credit rating
• Safeguard their 401(k)s from high fees
• Cut home energy costs
• Avoid shady home improvement contractors
• Save big on everyday grocery products
• For students and their parents: where to find student discounts on apparel, food, and travel
New Website Features
Quick and easy access to our ever-growing library of information is important to knowledge-seeking consumers.
• We made our site more useful and user-friendly by improving the search function and by adding high definition videos.
• We also added the ability for site visitors to share and comment on the articles featured in both our magazine and website, giving everyone a greater voice in the Consumer Reports community.
Value Focus #3: Personal impact
[First Name],
If you think about the major purchases you’ve made in recent years, how many of your purchasing decisions have been informed by Consumer Reports? Chances are you’ve relied on us for impartial product testing and expert reviews, and to save you time and money.
At Consumer Reports, we rely on you [link to donation landing page: we rely on you] to remain independent, unbiased, and the leading not-for-profit advocate of consumer safety. When you renew your annual membership, your support funds:
• Rigorous, scientific testing of product quality, safety, and performance
• Independent, accurate consumer journalism and investigative reporting
• Transparent, principled championing of consumer’s rights and protections
Value Focus #1: Honest and unbiased reporting
[First Name],
You’re a savvy consumer. You know that user reviews don’t always tell the full story, search engine algorithms can skew results, and that corporations spend millions of dollars on persuasive tactics aimed directly at your wallet. It’s why you turn to Consumer Reports for unbiased, scientific product reviews and ratings that help you make the best decisions.
Every purchase is an investment – certainly of money but more often it’s an investment of your time and trust. At Consumer Reports, we rely on you [link to donation landing page] to remain independent, unbiased, and the leading not-for-profit advocate of consumer safety.
But we can’t do it without you. Invest in us and renew your annual membership today.
Value Focus: Personal Impact
Dear NAME,
In 2015, Consumer Reports worked harder than ever to lobby for safer, fairer products.
And we’re pleased to announce that this year, we reached more consumers than ever before.
In April of 2015, we opposed the controversial merger between Comcast And Time Warner. This merger would have affected a combined 66 million subscribers, restricting their freedom of choice and subjecting them to price control.
We helped mobilize the public against the deal, with more than 10 million petitions and comments filed with the FCC. After 14 months’ deliberation, the FCC rejected the proposed Comcast-Time Warner merger.
Your continued support is crucial to making these victories possible.
In order to continue fighting for consumers, we need your continued support in 2016. Your patronage helps to fund research programs, product ratings, and lobbying efforts to keep consumers safer. Please renew your annual support to help us build a safer, better world today.
Our annual endowment of $2.7 million for 2016 will help us reach more consumers than ever before. With your help, we will continue to test, evaluate, monitor and lobby for consumers in 2016. We thank you for your continued support.
[The content below is not mine, it’s from the control email, just putting it here to make formatting easier for you].
Sincerely,
Heather Dennis.
Vice President, Development
Consumer Reports
P.S. With a gift of $30 or more today you are eligible for our semi-annual “Behind The Scenes” email updates. If you give $100 or more, we will give you a one year subscription to ConsumerReports.org and more. Renew Today!
Proof of claims [This is not part of the email at all it’s just there to prove that what I’m saying is accurate]
http://www.consumerreports.org/cro/about-us/index.htm Proof that CU helped block the Comcast/TW merger.
http://venturebeat.com/2015/07/23/comcast-now-has-more-internet-customers-than-cable-tv-subscribers/ Proof comcast had 50 million customers in 2015.
http://www.timewarnercable.com/en/our-company/company-overview.html Proof time warner had 16 million customers in 2015]
Thanks to all who entered. The winner has been notified, and will be announced at MarketingSherpa Summit 2016 in Las Vegas next week — http://marketingsherpa.com/16
After Summit, we’ll publish a MarketingExperiments blog post with the test results so you can see the results of this public experiment, and announce the winner there as well.
@Daniel Burstein
Hi Daniel, could you link to that blog post with the winning result? Thanks!
Lianna,
Good point. We updated the copy at the top of this blog post based on your comment.
But to make it easy for anyone that reads this comment, you can click here to see the results as well.