What are the best ways to increase email performance and response rates? How do colors and fonts impact readability? Does the date and time that emails are sent affect donor interest? Crescendo’s 2016 email study Experiments in Email Marketing: Principles of Effective Emails Based on A/B Testing sought to answer those questions and more.
The study used the scientific method known as "A/B testing" — sometimes called "split testing" or "bucket testing." Crescendo designed custom emails for six different charities to test how donors would respond. Each test involved two or more emails that were sent to segmented portions of a charity's email list and the emails were identical except for a single variable. For example, an email testing subject lines would have been identical in all respects except for using two different subject lines. This article will share some of the lessons learned about effective use of emails for donor engagement.