Case Study: Human Rights Campaign

What does this mean for you? Test recent "subscribers" and recent action takers first. And consider segmenting based on the number of actions (we've found that the more actions someone has taken, the less likely he or she is to convert). Test based on the types of actions your supporters take — are they signing petitions on a particular issue? Do they perform better if you know they "like" you on Facebook? Do they respond to surveys (and are you collecting that data on a supporter level)? Understanding these file dynamics goes a long way in finding the right people to include in your direct mail!