2014 Washington Nonprofit Conference: Digital Fundraising 101

• To improve open rates, test "from" lines and subject lines, including the addition of unique characters, as well as day and time of email send.
• To improve your clickthrough rate, test graphic or text calls to action, imagery or types of actions/asks.
• To improve response, test ask arrays, copy length, form elements and format, and offers.

When evaluating your test results, look at the whole picture. While you'll often see a correlation between increased open or click rates and increased revenue, that's not always the case.