Does Your Copy Feel Personal and Readable?
NextAfter has run and published more email test results than you can shake a stick at. What have they learned? More conversational and natural copy wins. A water is wet finding? Maybe, but there is a big difference between believing this or knowing it and having copy that does it well.
Our sample shows there is a difference in doing it well by sub-sector with Human Services being the top performer on Readability, which means the copy feels more like a personal letter or conversation.
There are parts of speech that make copy harder to read (nouns, big words) and many more that make it feel like a conversation. All of this is color coded with easy to follow diagnostics in the Copy Optimizer. Here is an example from within the workspace showing a Good and Bad example from the same organization, Wounded Warrior.
Want to see more examples and get the report for free, click here.
Kevin
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Behavioral Science Q & A
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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