7. Did Mahatma
Gandhi die before or
after the age of 9?
How old was
Mahatma Gandhi
when he died?
Did Mahatma Gandhi
die before or after
the age of 140?
How old was
Mahatma Gandhi
when he died?
8. Subject lines frame the message
Subject A: Are we still welcome in your inbox?
Subject B: Was it something we said?
Ratio of clicks
between the two
buttons..
Subject A: 6.5x
Subject B: 2.8x
Email body containing two calls to action
15. Subscribe to The Economist
• Option 1, One Year Online Subscription – $59
• Option 2, One Year Print Subscription – $125
• Option 3, One Year Print & Online Subscription – $125
16. Sensible – middle option is a dud
• Option 1, One Year Online Subscription – $59
• Option 2, One Year Print Subscription – $125
• Option 3, One Year Print & Online Subscription – $125
Source: Dan Ariely
17. Remove the bad option
• Option 1, One Year Online Subscription – $59
• Option 2, One Year Print & Online Subscription – $125
Previously 84%
30. Are More Benefits More Powerful?
Shampoo X makes hair...
• Cleaner
• Stronger
• Healthier
• Softer
• Shinier
• Fuller
Shampoo X makes hair...
• Cleaner
• Stronger
• Healthier
or
36. Any money that you donate will go to Rokia, a seven-year-old girl
who lives in Mali in Africa. Rokia is desperately poor and faces a
threat of severe hunger, even starvation. Her life will be changed
for the better as a result of your financial gift. With your support,
and the support of other caring sponsors, Save the Children will
work with Rokia's family and other members of the community
to help feed and educate her, and provide her with basic medical
care
Food shortages in Malawi are affecting more than three million
children. In Zambia, severe rainfall deficits have resulted in a 42%
drop in maize production from 2000. As a result, an estimated
three million Zambians face hunger. Four million Angolans — one-
third of the population — have been forced to flee their homes.
More than 11 million people in Ethiopia need immediate food
assistance.
Human interest or big picture data?
38. Questions?
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