Which Is Better: Plain Text Or Designed Emails?

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A new experiment looks for definitive data on whether a plain text or a designed email will result in more donations.

KUOW Public Radio is Seattle’s NPW news station. Their independent, nonprofit newsroom produces award-winning stories, podcasts and events. For a time sensitive fundraising campaign, KUOW decided to test their usual email design against a more simple, stripped down, less designed version to see if it would lead to more donations.

You’ll want to read the full report, but, in short, the plain text email resulted in a 28.8% increase in response rate and the click to conversion rate was 79.4% higher.

I’d be interested to hear from anyone who has used this approach for donations to see how your campaign faired. Feel free to share in the comments.

About Ceci Dadisman

Ceci is a multi-faceted marketing professional with more than 10 years of experience successfully marketing the arts and nonprofits utilizing innovative and cutting-edge initiatives. Currently the Digital Marketing Director at FORM, she is nationally recognized as a leader in digital and social media marketing and specializes in the integration of digital marketing and technology into traditional marketing methods.

A frequent public speaker, Ceci’s recent and upcoming engagements feature national conference appearances at NTEN, National Arts Marketing Project, Arts Midwest, OPERA America, and Chorus America in addition to many other local and regional events.

Ceci was born and raised in Pittsburgh, PA and graduated from West Virginia University. She currently lives in Cleveland and makes digital marketing magic at FORM, an agency that works exclusively with arts + culture and nonprofit organizations.

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