Be The Match tests improvements to its email messaging template

Test Version of the new email messaging appeal template for Be The Match. (Click to Enlarge)

In an ongoing effort to optimize the engagement with our clients’ email appeals, we recently tested a new messaging format for Be The Match.

In this “story appeal”, the control version used their standard email template design and copy layout, weaving together a donor/ recipient story with a donation ask (linked to a standard donation form).

The test version used a more visual layout, with the copy telling the first half of the story of Henry, a young cord blood transplant recipient. The call-to-action drove recipients to a donation form which provided the uplifting conclusion to Henry’s story, with a donation form directly below it.

As we hoped, the test appeal format saw a significant lift in engagement in comparison to the control. In the test version, the click-through rate was significantly higher — about five times higher than the control — while the unsubscribe rate was lower.

We continue to test and optimize the email and landing page design and layout to provide a more engaging experience which we can roll out during the year-end fundraising season.

The call-to-action drove recipients to this donation form which provided the uplifting conclusion to Henry’s story, with a donation form directly below it. (Click to Enlarge)

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