YES Or NO?
Two important articles for email marketers.
The first gives cause for worry. More and more emails winding up in spam piles … nearly one out of every five permission-based e-mail messages sent to US-based ISPs lands in the junk mail folder.
The second suggests how to keep your e-list clean and responsive. You don’t want disinterested subscribers tagging your emails as spam … this is bad news for the spam filters.
Interesting claims …
1) Giving a Yes and No option when asking dormant subs if they’d like to opt out actually produces more opt-ins than giving only a Yes option.
2) In the right circumstances, sending a second message to non-responders produces as many opt-ins as the first message.
Tom
One response to “YES Or NO?”
Behavioral Science Q & A
Thanks so much for raising this. Yes, capturing donor information can be helpful for stewardship like newsletters, thank-you letters, impact updates. But how you ask matters. Forcing full data capture introduces friction that can significantly depress conversion, many donors may simply abandon the process. Beyond the friction itself, required fields also shift the emotional experience […]
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Unlike holidays that everyone already knows, Giving Tuesday is a created event. Many donors recognize the name but not the exact timing, so referencing it becomes a helpful cue. It serves as a reminder and taps into social norm activation (“everyone’s giving today”), which boosts response. However, we still want it paired with the mission, […]
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When a subject line leads with the match (“Your gift matched!”), it risks triggering market-norm thinking: the sense that giving is a financial transaction rather than an act rooted in values, identity, and care. This shift reduces intrinsic motivation and, over time, can weaken donor satisfaction and long-term engagement. It also makes the email indistinguishable […]
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There’s no evidence that QR codes suppress mid-value giving; all available research suggests they either help or have no negative effect. In fact, behavioral and usability research consistently shows the opposite: reducing friction at any point in the donation process increases completion rates and total response. And that has nothing to do with capacity and […]
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What you’re experiencing is very common. Resistance often isn’t about capability, but about motivation quality. If board members feel pushed into fundraising, that triggers controlled motivation (low quality motivation) i.e. obligation, guilt, or fear of judgment, which often results in avoidance. Instead, we need to create conditions for volitional motivation (high quality motivation) by satisfying […]
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That’s a really thoughtful question, and you’re not the first to raise it. Many of our clients have been cautious about placing the ask at the very end. To address their concern, we’ve tested both approaches, and the results are clear: when the ask comes last, even if that means it appears on the second […]
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In #2, do you mean to have written “sending” instead of “ending?”
Thanks.