When less is more and more is less in email fundraising

Here’s an interesting test from the Which Test Won blog.

For a travel industry e-newsletter, the test compared sending shorter, more frequent newsletters to longer less frequent ones. The total amount of content was roughly the same either way.

The less-content, more-frequency version got lower open and click rates, but much higher multiple opens and multiple clicks. More important, it got more purchases, revenue per contact, and less churn.

That’s a pretty sweet deal. Look into the less-content, more-frequent approach to cultivating your email names. It just might make a difference for you.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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