Personalized Messaging Tested: How little changes to an email send led to a 380% change in response rate
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This document shares insights from a series of experiments conducted by NextAfter and Meclabs Institute on the effectiveness of personalized email messaging in increasing donor contributions and lead generation. The results reveal that a more informal tone, lesser-known senders, and clearer communication significantly enhance response rates by up to 380% depending on the context. Key principles highlight the importance of humanizing marketing efforts by ensuring appropriate representation, tone, and clarity in communications.
![#WebClinic
Experiment: Right tone
Subject Line: Your Free RegOnline Access
Dear [Name],
You’re just one step away from getting FREE access to RegOnline, our award winning Event
Registration and Management Software. Quickly make an event website, try our event
marketing tools, build a registration form template or even generate custom name badges.
Click here to finish your profile and get started. Your personal profile is kept secure and we
promise NEVER to sell or misuse your information.
Have questions? Call us direct at 1-800-XXX-XXXX -- we can even set up your free access over
the phone.
Sincerely,
Jon Powell
Customer Service Representative
RegOnline
Direct: 1-800-XXX-XXXX ext. XXXX
jon.powell@RegOnline.com
Control
• The Control email uses
typical sales tone of a
direct-response email](https://image.slidesharecdn.com/personalizedmessagingtested-150812203935-lva1-app6891/85/Personalized-Messaging-Tested-How-little-changes-to-an-email-send-led-to-a-380-change-in-response-rate-29-320.jpg)
![#WebClinic
Experiment: Right tone
Subject Line: Your Free RegOnline Access
Hi [First],
I noticed that you started the process of getting free access to RegOnline but weren’t able to
finish. Are you concerned about giving out your phone number? Are you worried about high
pressure sales tactics or mandatory contracts?
We believe our product sells itself, so we’re just here to provide you with whatever
assistance you need in getting your event up and running - in whatever way works best for
you. We promise NEVER to sell or misuse your information.
Call me direct at 1-800-XXX-XXXX and I can help get you rolling. If you’d rather just try again
online, use this link instead.
Thank you in advance for your trust!
Sincerely,
[Name of Representative]
Customer Service Representative
RegOnline
Direct: 1-800-XXX-XXXX ext. XXXX
[name]@RegOnline.com
Treatment
• The treatment directly
addresses the anxiety of
completing the process
• It takes on a categorical shift
in tone — from a direct-
response tone to a customer
service tone](https://image.slidesharecdn.com/personalizedmessagingtested-150812203935-lva1-app6891/85/Personalized-Messaging-Tested-How-little-changes-to-an-email-send-led-to-a-380-change-in-response-rate-30-320.jpg)
Personalized Messaging Tested: How little changes to an email send led to a 380% change in response rate
- 1. Personalized Messaging Tested: How little changes to an email send led to a 380% change in response rate
- 2. We’re sharing on Twitter! #WebClinic
- 3. #WebClinic Jon Powell Senior Manager of Executive Research and Development, MECLABS Institute Today’s speakers Tim Kachuriak Chief Innovation and Optimization Officer, NextAfter
- 4. #WebClinic What makes donors give? NextAfter is obsessed with answering that question. That's why it helps nonprofit organizations turn the Web into a living laboratory to find the answers — and acquire more names and convert more donors than it ever thought possible. More about Tim and NextAfter
- 5. #WebClinic Experiment: Background Background: Think tank soliciting year-end donations to meet annual fundraising goal. Goal: To increase donations. Research Question: Which email will generate the most revenue? Test Design: A/B split test Experiment ID: #616 Record Location: NextAfter Digital Research Library Research Partner: The Heritage Foundation
- 6. #WebClinic Experiment: Version A • This email was sent by Jim DeMint, the president and most well-known leader of The Heritage Foundation, asking recipients for their support with a year-end gift • The tone of the email is formal and professional
- 7. #WebClinic Experiment: Version B • The email was sent by Christie Fogarty, the foundation’s lesser known Director of Membership Programs, requesting donations • The email uses a much friendlier, informal tone
- 8. #WebClinic Version A Experiment: Side-by-side comparison Version B ? Audience Question: Which email will result in more donations?
- 9. #WebClinic Design Revenue per Visitor Relative Difference Statistical Significance Version A – Jim DeMint $0.03 - - Version B – New Sender $0.14 380.7% % Relative Change: 380.7% 99% Experiment: Results Increase in Revenue381%The optimized version’s revenue increased by 380.7%.
- 10. #WebClinic Version B Version A Experiment ? Why didn’t the more formal letter sent by the well-known company president produce better results?
- 11. #WebClinic Experiment: Background Background: B2C credit counseling company wants to discover which image will produce the most leads. Goal: To generate new leads. Research Question: Which image will result in greater lead generation? Test Design: A/B split test Experiment ID: TP #1402 Record Location: MECLABS Research Library Research Partner: Consolidated Credit Counseling Services
- 12. #WebClinic Experiment: Version A • Version A incorporates image of generic company employee
- 13. #WebClinic Experiment: Version B • Version B incorporates image of well-know company founder
- 14. #WebClinic Design Leads generated Relative Difference Statistical Significance Version A – Generic image 7.16% - - Version B – Company founder 9.64% 34.6% % Relative Change: 34.6% 95% Experiment: Results Increase in Leads35%Version B’s leads increased by 34.6%.
- 15. #WebClinic What do these two winners have in common? Key question
- 16. #WebClinic What do these two winners have in common? Key Question: They both represent the right amount of humanization in each situation.
- 17. #WebClinic Why humanize your sales process? “The funnel does not occur as a physical construct; it occurs as a mental construct …The marketer does not optimize a sales campaign (or even a website); the marketer optimizes a thought sequence.” From The Marketer as Philosopher Reflection Number 5 https://goo.gl/HnUWpX
- 18. #WebClinic Today, we are going to show you three ways you can humanize your sales/nurturing process and show how each case study achieved this. Today’s focus
- 19. I. Ensure that you have the right representation for the right conversation
- 20. #WebClinic Version A I. Right representation • The use of a well-known, high- ranking sender with a long-form letter implies a mass, impersonal email send
- 21. #WebClinic I. Right representation • The winning email hypothesized (and confirmed) that a lesser- known sender with a shorter, briefer message would imply a more believable, personal email send Version B
- 22. #WebClinic I. Right representation Not This But This 60%In Click-Rate 159%In Completion Rate
- 23. #WebClinic I. Right representation • In the case of a homepage, however, the conversation is not at a personal level yet • Because of this, it makes the most sense to use a more known figure to help draw someone into an introductory conversation with the company
- 24. #WebClinic I. Right representation • In the case of a homepage, however, the conversation is not at a personal level yet. • Because of this, it makes the most sense to use a more known figure to help draw someone in to a introductory conversation with the company. “People don’t buy from companies, from stores or from websites; people buy from people. Marketing is not about programs; it is about relationships.” -The Marketer’s Creed, Article I
- 25. II. Ensure that you have the right tone for the right conversation
- 26. #WebClinic II. Right tone • The losing email uses a tone that reads very much like a formal lecture • This might make sense in other marketing materials, but not email Version A
- 27. #WebClinic II. Right tone • The winning email, however, takes a tone that matches more closely to the expectation of the medium • In fact, it was designed to read like a conversation and is true to the style of the actual sender Version B
- 28. #WebClinic Experiment: Right tone Background: A large event management online software provider. Goal: To increase total lead inquiries (phone calls and form sign-ups) from visitors who abandoned the free trial sign-up process. Research Question: Which email tone will result in a higher rate of lead inquiries? Test Design: A/B single-factor split test Experiment ID: TP2083 Record Location: MECLABS Research Library Research Partner: Active Network
- 29. #WebClinic Experiment: Right tone Subject Line: Your Free RegOnline Access Dear [Name], You’re just one step away from getting FREE access to RegOnline, our award winning Event Registration and Management Software. Quickly make an event website, try our event marketing tools, build a registration form template or even generate custom name badges. Click here to finish your profile and get started. Your personal profile is kept secure and we promise NEVER to sell or misuse your information. Have questions? Call us direct at 1-800-XXX-XXXX -- we can even set up your free access over the phone. Sincerely, Jon Powell Customer Service Representative RegOnline Direct: 1-800-XXX-XXXX ext. XXXX jon.powell@RegOnline.com Control • The Control email uses typical sales tone of a direct-response email
- 30. #WebClinic Experiment: Right tone Subject Line: Your Free RegOnline Access Hi [First], I noticed that you started the process of getting free access to RegOnline but weren’t able to finish. Are you concerned about giving out your phone number? Are you worried about high pressure sales tactics or mandatory contracts? We believe our product sells itself, so we’re just here to provide you with whatever assistance you need in getting your event up and running - in whatever way works best for you. We promise NEVER to sell or misuse your information. Call me direct at 1-800-XXX-XXXX and I can help get you rolling. If you’d rather just try again online, use this link instead. Thank you in advance for your trust! Sincerely, [Name of Representative] Customer Service Representative RegOnline Direct: 1-800-XXX-XXXX ext. XXXX [name]@RegOnline.com Treatment • The treatment directly addresses the anxiety of completing the process • It takes on a categorical shift in tone — from a direct- response tone to a customer service tone
- 31. #WebClinic Design Inquiry Rate Relative Difference Statistical Significance Control – Company-centric 1.58% - - Treatment – Customer-centric 7.08% 349.41% 99% Experiment: Right tone Increase in Lead Inquiry Rate349%The service tone achieved a statistically significant increase in inquiries.
- 32. #WebClinic Design Inquiry Rate Relative Difference Statistical Significance Control – Company-centric 1.58% - - Treatment – Customer-centric 7.08% 349.41% 99% Experiment: Right Tone Increase in lead inquiry rate349%The service tone achieved a statistically significant increase in inquiries “Brand is just reputation; marketing is just conversation, and buying is an act of trust.” -The Marketer’s Creed, Article II
- 33. III. Ensure that you have the right level of clarity for the right conversation
- 34. #WebClinic Version A III. Right clarity • The losing email asks donors to blindly give without establishing how donations will be used • In addition, the calls-to-action either omit the desired action or are easily missed by being placed in the middle of a long sentence
- 35. #WebClinic III. Right clarity Version B • The winning email, however, walks through why donations are needed and how they will be used • In addition, the call-to-action is very clear and direct
- 36. #WebClinic Background: • Client: Good of All • Email acquisition campaign with traffic being driven from Facebook • Headline “talks down” to the visitor • Call-to-action focuses on what I must do Control III. Right clarity
- 37. #WebClinic Tested Elements: • Copy is more clear and tells the reader what they want to know. • The copy also addresses reader as a “fellow world- changer.” • Call-to-action communicates value: what I get and when get it. Treatment III. Right clarity
- 38. #WebClinic Control Treatment 133.7% increase in conversion rate III. Right clarity
- 39. #WebClinic Enhancing Clarity 133.7% increase in names acquired Version Conv. Rate Relative Diff Stat Confidence Control 1.3% Treatment 3.1% 133.7% 98.0% Key Learning: By communicating more clearly the value of the offer, rather than the action required, the conversion rate improved by 133.7% ✓
- 40. #WebClinic III. Right clarity • In the case of a homepage, the new visitor is still forming their understanding of who the company is and how it might be able to serve them • In this case, you want to ensure that the potential customer is aware that a figure they may know and trust actually founded the company and is engaged in it
- 41. #WebClinic III. Right clarity • In the case of a homepage, the new visitor is still forming their understanding of who the company is and how they might be able to serve them. • In this case, you want to ensure that the potential customer is aware that a figure they may know and trust actually founded the company and is engaged in it. “Testing trumps speculation and that clarity trumps persuasion.” -The Marketer’s Creed, Article III
- 42. SUMMARY
- 43. #WebClinic Summary FKey principles 1. People don’t buy from (or give to) companies, stores or websites; people buy from people. Leverage this principle in your own marketing by making your sales/nurture process the personification of a human relationship. 2. As detailed in today’s case studies, here are three ways you can humanize your marketing: 1. Ensure that you have the right representation for the right conversation. 2. Ensure that you have the right tone for the right conversation. 3. Ensure that you have the right clarity for the right conversation.
- 44. #WebClinic More from NextAfter.com Find out which page won at: http://tinyurl.com/nextafter
- 45. #WebClinic
- 47. #WebClinic Live Optimization: Advantage Route Systems Primary Audience: B2B Page Purpose: Lead-gen, encourage requests for free demo of accounting software suite
- 48. #WebClinic Live Optimization: EntirelyPets Primary Audience: Conscientious pet owners Page Purpose: Ecommerce
- 49. #WebClinic Live Optimization: EMercury Primary Audience: B2B Page Purpose: Lead-gen, email marketing solution
- 50. #WebClinic Live Optimization: Whistler Travel Insurance Primary Audience: Canadian travelers Page Purpose: Insurance sales
- 51. #WebClinic See how you can conduct research with us Select Research Partnership Opportunities on the post-webinar survey to learn more about how you may be a fit for a MECLABS Research Partnership. Our research has been funded by: Work with MECLABS research analysts to increase your company's revenue. x For more information: Contact us directly at info@MECLABS.com or by calling 1-877-635-0565
- 52. #WebClinic On-site training opportunities x For more information: Contact us directly at info@MECLABS.com or by calling 1-877-635-0565 Select On-site Training to learn how your organization can receive personal, on-site training from the MECLABS Institute
- 53. #WebClinic Online certification x Learn more by navigating to www.meclabs.com/education and selecting “Online Learning” Select Online Certification Courses to learn how you or your organization can receive online training from the MECLABS Institute.