Testing Subtle Differences in Email Messaging

In a reminder that words matter, Colin Delany points to a ProPublica examination of the subtle differences in individual emails from a recent Obama campaign email blast. Technology empowers public affairs professionals to tailor messages very specifically both online and in more traditional media like postcards and other direct mail. In the world of email communications, near real-time feedback allows highly effective A/B testing to deliver better results in advocacy campaigns, fundraising, and other outreach efforts.

Colin also shares some recent personal experience with A/B testing for one of his clients, with some great insight on the amount of the "ask" in a fundraising email: