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.
Jeff 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.
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