Calling your donors by name can lift email click rates | Experiment 5707 – with Tim Kachuriak is a FREE course courtesy of NextAfter
1 Lesson / 1 Minute / FREE
National Breast Cancer Foundation had a recommendation that they start including first and last names on their email capture forms. Since this would take some development work to update all of their forms, they wanted to see if it made a difference in email engagement.
They had enough names on their list who had first names (from other sources) that they were able to run a test on a post-campaign email. This email had two calls to action—a donation ask and a Facebook share link. They split the file between the emails that had no personalization and the emails that had personalization and measured the results.