Want 50% Lift In Email Conversions?
Then read this excellent case study provided by Marketing Sherpa. But you must read by June 24 unless you’re a subscriber.
In this example, a travel destination raised its conversion rates on marketing emails by 50% by embedding a brief video that automatically played when the email was opened.
If you missed the deadline, here’s the bottomline: Test everything in advance.
They tested:
- The video content itself (what was most compelling?)
- The optimal video length (from the perspective of being accepted by the filters of the major email clients)
- Email subject lines (putting the word "video" in the subject line performed best.
I wonder how many online marketers in the nonprofit space are this meticulous?
Tom
One response to “Want 50% Lift In Email Conversions?”
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
Read Full Answer
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 […]
Read Full Answer
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 […]
Read Full Answer
Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
Read Full Answer
There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
Read Full Answer
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 […]
Read Full Answer
Video is an excellent way to engage an audience and elicit an auction. We have a number of nonprofit clients who have created and distributed flimps generating fantastic results.