The Online Lab: Perfecting Your Outreach Through Email Testing

The Online Lab: Perfecting Your Outreach Through Email Testing

Session Type(s): Training

Training Tag(s): Testing/Optimization

Starts: Saturday, Jul. 18 6:00 PM (Eastern)

Ends: Saturday, Jul. 18 7:15 PM (Eastern)

Every email list is different, so how do you know what messaging will motivate your supporters the most? What subject lines will grab their attention? Which email layout will get them to click through? Here’s the good news: the answers to those questions—and more—are a simple email test away. In this session, attendees will learn the basics of email testing, including what defines effective testing, what tools they need to get started, testing best practices, how to determine if a test was statistically significant and how to apply testing results to refine successful email practices.


Allyson Goldsmith


Allyson is currently an Online Associate with M+R and is excited to be working on digital strategy for a variety of nonprofit clients. Allyson has managed digital programs for Nothing But Nets and the National Organization for Women. She was responsible for the organizations’ email and testing programs, websites, social media platforms, and analytics. Through creating a testing program for the National Organization for Women, Allyson was able to improve their email fundraising by 22.5% and doubled their advocacy response rate in under a year.

Other sessions: Email Campaigns that Engage Activists, Raise Money and Move Your Mission

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