Nonprofits should always be looking for ways to convert anonymous website visitors into future volunteers, activists, and fundraising prospects.

Enticing them to sign-up for an e-newsletter is a good tactic, and it’s worth spending some serious effort figuring out ways to become more proficient at getting that response.

Here, courtesy of Which Test Won, is a recent ‘marketing tips’ sign-up test from the commercial world.

In this case, the reviewers credit the superior performance of the winning appeal — which outperformed its competitor by 321% — to describing more benefits upfront, including two opt-in forms instead of one, and using numbers in the headline (“7 Reasons …).

The startling difference in performance of these two appeals underscores once again — test, test, test.

Tom

This article was posted in: communications, copywriting, direct marketing, Don't Miss these Posts, email marketing, online fundraising, online publishing.
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