There’s testing … and there’s TESTING!
I might have promised to move past marketing/fundraising lessons from the recent US election campaigns, but I just can’t resist passing this article along — The Science Behind Those Obama Campaign E-Mails — from Bloomberg Businessweek.
The Obama digital team, which included 20 writers alone (!), tested every aspect of each proposed email appeal before committing to mass distribution … often as many as 18 variations before picking a winner.
The result was $690 million raised online.
So when Roger and I urge you to test everything — mail components, offers, landing pages, emails, telemarketing scripts — we really mean it!
Even now, You are the subject of an Agitator test. The single word “Hey” was Obama’s best subject line. Roger and I wanted to see how that would work for us. We’ll be reporting back.