“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
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