Personalized Messaging Tested

How little changes to an email send led to a 380% change in response rate

What motivates donors to give? What inspires your customers to clickthrough some emails but send others to the recycling bin?

While there are many elements that make up email marketing, the simplest, and the most impactful to the bottom line, is the messaging.

In this Web clinic, we stepped out of our own labs to explore one of the most interesting email nonprofit tests we’ve seen in recent years.

Tim Kachuriak, Chief Innovation and Optimization Officer, NextAfter, taught three lessons he learned from a test that generated a 380% increase in revenue per email for an American think tank.

What can marketers learn by evaluating tests from nonprofit organizations? Nonprofits face the challenge of converting on perceived value — meaning that they lack an actual product or service to sell. If you can understand why people donate to a nonprofit, you can understand how to ramp up the perceived value of your own product or service’s actual value.



Tim Kachuriak, Chief Innovation Officer, NextAfter
Jon Powell


Ken Bowen

Video Production and Editing

Dennis Beard
Brent Knauff
Tara Marotta
Luke Thorpe

Technical Production

Steven Beger
Kayla Cobb
Shelby Dorsey
Jessica Lorenz
Regina Love
Christine Risberg
Joey Taravella



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