Best Practices Never Go Out of Style
But you need to find what works best for your organization.
But remember a critical rule of testing — test only one variable at a time. If you change the font, color, photo, offer and size, all you know is that one combination of font/color/photo/offer/size did better than the other combination of font/color/photo/offer/size. That's not too helpful if you hope to use your learnings on future mailings. Instead, test one thing at a time. Learn, and then move on to the next test.
Pamela Barden is an independent fundraising consultant focused on direct response. You can read more of her fundraising columns here.
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