A colleague of ours sent this email just a short time ago. (Hope she doesn’t mind me sharing it!)
“Despite thorough live tests, somehow an email campaign we just launched went out with the notorious [FNAME] rather than proper populated Salutation. Turns out it’s had the best response of any email we’ve sent!“
I remember – “back in the day” – learning that in head to head testing – actually making mistakes on purpose can beat a flawless piece.
I refer to it as that semi-concious state that donors walk around in. Surely, you’ve all heard about that study that found that MOST drivers, when highway driving, exist in a state that scientists noted wasn’t much different (in brain patterns) compared to those who are asleep?
And we ALL know what it’s like to be driving along when all of a sudden, that idiot three cars up, starts jerking back and forth across lanes or hits his brakes – we SNAP out of it right?
Same as donors.
They experience your charitable appeals, in mail, in email, in this weird sort of state…
My job – OUR job – is to be that idiot driver… to DO something completely out of the norm – to get their attention by doing something remarkable, unexpected – like making a mistake… or create a talking truck… and so on.
That’s why these things work.
Who amongst you would try testing this?