Lin shared a site called Which Test Won, a repository of testing results across different types of media like newsletters, ad banners, landing pages, and so on. The results provide insight into how pictures, colors, captions, and so on can affect user clicks. This is vital knowledge for sharing fundraising campaigns, petitions, or events.
Greenpeace is currently focused on fundraising so A/B testing is crucial to their success. Lin said that the organization uses the method to test email subject lines. The subscribers are divided into two groups (of about 200-300 people. After the two different newsletter versions go out, the marketing team analyzes the results.
Lin provided a few other email tips:
Email is opened within the hour it is sent, therefore make sure to send it at a time that can increase its open rate
Avoid sending too many emails as it can cause subscriber fatigue
Don't be afraid of trying out different images or designs, but use A/B testing to see if the changes are effective
Make a mobile-friendly version of the newsletter
At the end of the year, clear your database of inactive subscribers in order to get the most accurate hit-rate statistics