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.