1. Email Testing Best Practices
Margo Anderson – Internet Solutions Client Manager
Margo Anderson, Client Manager | Page #1 © 2008 Blackbaud
THIS MATERIAL IS STRICTLY CONFIDENTIAL.
The information contained in this document, and any attachments thereto, is owned by Blackbaud and is strictly confidential. Unauthorized use, disclosure, or copying of such information is strictly prohibited.
If the reader of this document is not the intended recipient, please notify Blackbaud immediately by calling (800) 443-9441 and destroy all copies of this document and any attachments.
© 2008 Blackbaud

2. Remove distractions from your environment
Close mail or other programs you may have opened other
than Live Meeting
Respond to the polls and questions
Raise your hand electronically to ask a question
“Netiquette”
Margo Anderson, Client Manager | Page #2 © 2008 Blackbaud
Raise your hand electronically to ask a question
Mute your phone

3. Today’s Session Agenda
• Introductions
• Before We Start Testing
• Testing Strategy
• Demonstration
Margo Anderson, Client Manager | Page #3 © 2008 Blackbaud

4. About the Host
Margo Anderson
Internet Solutions Client Manager
• Manager of Blackbaud’s internet solutions
service bureau offering (Data Management
Services for Internet Solutions)
Passionate about online fundraising
Margo Anderson, Client Manager | Page #4 © 2008 Blackbaud
Passionate about online fundraising
and email marketing
5 years of experience working with
Blackbaud NetCommunity
Loves the outdoors!

5. Before We Test
Before we start conducting email tests, let’s make sure we
create a knock out email message!
Segment you email messages
Design an attractive template
Margo Anderson, Client Manager | Page #5 © 2008 Blackbaud
Design an attractive template
Create an eye-catching subject line
Personalize the email message
Make sure you are sending relevant messages
Include a call to action/next steps in the email message

6. Anatomy of a Good Email Message
Your organization name in the “From” field. Recipients
should recognize who the email is from instantly.
A relevant subject line (don’t be “spammy”), with your
organization or newsletter name in it.
The “To:” field of your email should be personalized to the
Margo Anderson, Client Manager | Page #6 © 2008 Blackbaud
The “To:” field of your email should be personalized to the
recipient’s name, not their email address.
Your valid, physical mailing address, and as much contact
information as possible. The more contact information you
provide, the more reputable your email will look.
It’s a really good idea to also include some kind of reminder
text, like “You are receiving this email because you signed
up at our website.”

7. Case of the Subject Line Writer’s Block?
The Top 10 List
• One of the most consistently successful approaches (it almost always gets opened).
• Readers are curious and know they will not have to sift through paragraphs of copy.
• Top 10 Reasons
• Top Five Priorities
• Top Four Concerns
• Top Six Issues
The Research Subject Line
Margo Anderson, Client Manager | Page #7 © 2008 Blackbaud
Source: Email Marketing by the NUM8ERS
The Research Subject Line
• Feature a compelling statistic in the subject line and make it relevant to the reader.
• A research headline is less promotional, promises valuable information, and enhances your
credibility as a knowledge resource.
• Example: “56% of Those Living in Poverty are Women. Help Them Beat the Odds”
The Quiz
• One of the fastest and easiest ways to engage your audience.
• Include one intriguing question in the subject line, followed by the answer in the body of the
email.
• “Do you know how many children were homeless in the UK last year?”
• “How many children go hungry each day in the UK?”

8. Case of the Subject Line Writer’s Block?, cont.
The Interview
• Interview a well-known Board Member, a loyal supporter, or someone you helped.
• People like to read candid remarks from other people; include the most interesting comments first.
• "Pastor Jeff just returned from his Mission Trip – Read his story now“
The Personal Message
• Try some everyday internal email message subject lines, such as:
• Per Your Request
• Due Today
Margo Anderson, Client Manager | Page #8 © 2008 Blackbaud
• Due Today
• FYI
• Please Review
When all else fails, try an old standby
• Highlight reader’s pain points or concerns and how your organization can address them.
• The Bad News Is...
• The Good News Is...
• The Best News Is...
*Excerpts from the article, "Ten E-mail Starters to Break Writer's Block" by Karen Gedney, April 2007

9. Anatomy of a Good Email Message
Includes organization name
Once email newsletter timing is
determined, always send the
same day & timeCreate naming conventions for
your email messages
Margo Anderson, Client Manager | Page #9 © 2008 Blackbaud
Includes organization name
Subject line includes
organization name and topic
Utilize merge fields

10. Anatomy of a Good Email Message, cont.
Margo Anderson, Client Manager | Page #10 © 2008 Blackbaud
Include links back to your site
Social networking links

11. Use merge fields to personalize the message.
Merge fields are located on the right-
hand side of the WYSIWYG editor
Using Merge Fields
Margo Anderson, Client Manager | Page #11 © 2008 Blackbaud

12. Use merge fields to create a call-to-action.
Using Merge Fields
Margo Anderson, Client Manager | Page #12 © 2008 Blackbaud

13. New Addressee and Salutation merge fields
(available in NetCommunity v6.10 patch 8)
Using Merge Fields
Margo Anderson, Client Manager | Page #13 © 2008 Blackbaud

14. New Addressee and Salutation merge fields
Administration System Options
Using Merge Fields
Margo Anderson, Client Manager | Page #14 © 2008 Blackbaud

15. New Addressee and Salutation merge fields
Using Merge Fields
Margo Anderson, Client Manager | Page #15 © 2008 Blackbaud

16. Now, Let’s Test!
Margo Anderson, Client Manager | Page #16 © 2008 Blackbaud

17. Create a Testing Strategy
Testing can quickly become overwhelming if you don’t have a plan.
1. Determine what you want to test.
2. Determine how large your sample size will be (#
vs. % of list).
Margo Anderson, Client Manager | Page #17 © 2008 Blackbaud
3. Determine how you will analyze and track results.
Source: Email Marketing by the NUM8ERS

18. 1. What to test?
Margo Anderson, Client Manager | Page #18 © 2008 Blackbaud

19. What to test?
Which of two subject lines gets more opens? Will the word
"Free" help, or hurt? Are longer subject lines better than shorter
ones?
Which day is best? Are some days better for opens, but others for
clicks?
• There is no magic formula…so test, test, and oh yes, TEST!
Margo Anderson, Client Manager | Page #19 © 2008 Blackbaud
• There is no magic formula…so test, test, and oh yes, TEST!
• But…the most popular days are Tuesday through Thursday.
• Saturday is traditionally the lowest volume email day of the week.
What time of day is best? Do people open in the morning, or
evening?
What "From" name will people respond to most? Will they open if
they see your company name, or do they prefer personal names?
Or should you use both?

20. What to test?, cont.
Email browser testing
1. Manually Test
• Create multiple "test" accounts in various email systems.
• Some examples: Yahoo!, Gmail, Hotmail/MSN, AOL, Microsoft Outlook, Lotus Notes,
Comcast, EarthLink, etc.
• Build test lists via imported lists or user defined for quick access.
Margo Anderson, Client Manager | Page #20 © 2008 Blackbaud
2. Utilize a paid Testing Service
• Most paid services either offer pay-per-use or a subscription-based fee for email preview/rendering
service.
• You upload your HTML email and it will show you how the email SHOULD render in various
browsers; some vendors also offer Spam Checking and link validation services.
DISCLAIMER: THERE IS NO 100% GUARANTEE THAT YOUR MESSAGES WILL SHOW UP
CORRECTLY IN ALL BROWSERS.
• With both methods, the previews are only "best guesses" for how the email might show up.
• Browser testing does not take into account any user preferences/settings that may be configured on
the recipients’ end (servers or inbox).

21. 2. Test size?
Margo Anderson, Client Manager | Page #21 © 2008 Blackbaud

22. Test size?
Generally at least 1-2K to be statistically significant.
When in doubt, test at least 10% of your list.
Margo Anderson, Client Manager | Page #22 © 2008 Blackbaud

23. 3. Analyze and Track Results
Margo Anderson, Client Manager | Page #23 © 2008 Blackbaud

24. Analyze and Track Results
50% of people will open an email in the first 9 hours.
75% of people will open an email in the first 48 hours.
The remaining 25% may take several days.
The average email campaign has its peak open rate in 14
days.
Margo Anderson, Client Manager | Page #24 © 2008 Blackbaud
days.
Need to devise a consistent (and user-friendly) method of
tracking results.
A/B Split Test – 5% is a popular level of significance

25. Demonstration
Margo Anderson, Client Manager | Page #25 © 2008 Blackbaud

26. A Word From Our Sponsor
DMS for Internet Solutions allows nonprofits with our Internet products to offload recurring, ongoing functions
associated with web/email management and day-to-day operations.
Data Services Email Management
• Assistance in processing Blackbaud
NetCommunity transactions within The Raiser’s
Edge.
• Configuring The Raiser’s Edge to support new
Blackbaud NetCommunity parts
• Reporting and List Generation Services
• Segmentation and list preparation
• Split testing
• Copy editing (including conditional email
content)
• Email template development
• Email testing
Margo Anderson, Client Manager | Page #26 © 2008 Blackbaud
• Reporting and List Generation Services • Email testing
• Opt-out and Bounce management
Content Management Online Strategic Oversight
• Copy editing
• Create new pages and templates
• Configure and style Blackbaud NetCommunity
parts
• Maintain and update information architecture
• Refresh content and images (i.e., replace
expired content)
• Share Blackbaud NetCommunity best practices
in relation to the organization’s audience and
organizational priorities
• Provide quarterly updates of internet trends
and evolving technologies that impact the
organization’s business objectives
• Maintain web presence on the leading-edge of
solution functionality
• Distribute monthly analytics reports of relevant
web and email metrics