Writing an Email Like a Human “Absolutely Crushed” A Traditional Marketing Send [2 Min Video]

“If you write an email like a human being would write an email, you’re going to get a better response.” So says Nathaniel Ward, Associate Director, Online Membership Programs, The Heritage Foundation. The Heritage Foundation is a non profit conservative think tank focused on conservative policy formation and promotion. I realize quoting a political organization of any kind is just asking for an incendiary response in today’s political environment, but bear with me on this one. Partisan or not, they have a very sophisticated email marketing department, especially for a non profit. And Ward’s approach to email testing and messaging is critical for any organization to study and learn from. Time Stamps: 0:27 – How the test was set up 1:17 – The results of the test 1:26 – Interpretation of the test results 1:43 – Ward’s takeaway for other marketers You might also like… Consumer Reports Value Proposition Test: What you can learn from a 29% drop in clickthrough Online Testing: How a B2B SaaS nonprofit increased clickthrough on landing page by 291% Email Marketing: Nonprofit achieves 12.5 times higher donation revenue per email than industry average Earn a Graduate Certificate in Communicating Value and Web Conversion
Source: Marketing Experiments
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