Case Study: Building a Donor Base Through E-mail, Part 1

"For almost every single one of our clients where we tested that, we'd get such a larger amount of clicks coming through to the website that would lead to more members or donors once they came through the conversion funnel on the landing page," Kachuriak says.

So KMA tested that with the Colson Center, a short-form e-mail, against its control, a long-form e-mail that laid out the value proposition — why you should become a member — in the e-mail itself, then went to a landing page. The same message was communicated in both e-mails, but that the short-form one had more information on the landing page, while the long-form one had most of the information in the e-mail.