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Adventures in Email

BY Nick Judd | Thursday, March 31 2011

The New Organizing Institute has just released a set of research results from years of experiments in optimizing email open rates:

Over the last two years, we’ve partnered with a half-dozen progressive advocacy groups to design, implement, and analyze experiments in their own email campaigns. We aimed to assist these organizations in determining which tactics yield the most value out of their e-mail list, whether that be opens and click-throughs, actions taken, donations, or list growth and retention. This program has included over five million emails sent to a combined 1.4 million individuals.

We’re making all of this research publicly available. We hope that this paper demystifies the process of running email tests and inspires you to answer big research questions with your own email programs!

The paper is available for download as a PDF.