Image & Text Email vs. Image-Only Email (Part 2)
This is a follow-up to last week's post discussing the results of a test conducted as part of Crescendo's 2016 email study. Using the same subject line, “Protect Your Loved Ones and Create Your Legacy,” we ran another test comparing an image & text email vs. an image-only email — this time with the University of New Hampshire. Like Hoag’s A/B test, both emails promoted a downloadable wills guide. Version A was fully mobile compatible with its responsive layout and scalable HTML text.
Version B was a single clickable image that looked more like an ad, scaled down to fit a device’s viewport. Version A had the highest CTR (8.65%), showing that UNH subscribers preferred the mobile-friendly image & text approach. But version B also had a relatively good CTR (6.13%), showing that image-only emails have positive response despite their limitations.
For more ideas on effective strategies for reaching your donors with email, please contact Crescendo at 1-800-858-9154.
About Kristen Schultz Jaarda, JD, LLM
Kristen Schultz Jaarda is Executive Vice President of Crescendo Interactive, Inc. She specializes in charitable tax planning and online marketing for planned gifts. She is responsible for client education and leads Crescendo's marketing services and support team. She is a nationally recognized speaker, conducts seminars nationwide and is a principal faculty member of GiftCollege.
Kristen serves as a board member for the American Council on Gift Annuities (ACGA) and as a member of the ACGA Rates and State Regulations Committees, Editorial Advisory Board member for Planned Giving Today, Committee Member for the ABA Charitable Planning and Organization's Group, past Legislative Chair and a board member for the Partnership for Philanthropic Planning of Greater Los Angeles (PPP-LA), a member of the Ventura County Planned Giving Council and a committee member and volunteer for several California charities. She writes weekly for CrescendoTweet and her planned giving blog.
Previously, Kristen served as Counsel to the Assistant Secretary of Education in Washington, D.C. and was Oversight Counsel to the U.S. House Committee on the Judiciary. Prior to that, she worked in a public affairs law practice. Kristen graduated from UCLA School of Law where she was Law Review Editor. She completed her Tax LL.M. with honors at Loyola School of Law. Kristen is a member of the California State Bar, D.C. Bar and the Maryland State Bar.