The most effective e-mail subject lines for nonprofit and association marketers in 2015 had some key lessons for any e-mail effort: The best were personal, fun and expressed gratitude for loyalty and support, according to digital-marketing agency Informz's study of 80 million A/B tested e-mails and 58 million e-mails with 40%+ open rates. As reported by NonProfit PRO magazine, the study found that personalization continues to prove its worth. For example, the subject line "FirstName, Your Membership is About to Expire" delivered a 13% better open rate than the impersonal "Your Membership is About to Expire." Subject lines that used humor and informality succeeded in punching up response to ordinary topics. For example "It's a trashy party, and you're invited!" got a 35% open rate, higher than the staid "Join Us at the Red Clay Valley Clean Up" (28%). Of course, caution is advised in this area, since there can be a fine line between lighthearted and unprofessional or offensive. Finally, the high open rates of simple thank-you subject lines proved that you can't overappreciate donors and members. "Thank you for making a real difference" earned a 66% open rate, for example. For more on subject line trends, go to http://www.nonprofitpro.com/article/the-best-nonprofit-email-subject-lines-of-2015/
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