Email Tips: The Fake Forward
In addition to not writing here, I haven’t been checking my email list account very much. When I did look at it this evening, I noticed that there were a couple different groups that had used a “fake forward” email format in an attempt to increase open rates. This is still an uncommon strategy based on my unscientific collection of emails from various campaigns, groups and companies - but I am curious as to what the results have been. I suspect that they do raise open rates and conversion rates somewhat based on my experience with this format - but we didn’t A/B test it, so I don’t have conclusive evidence. Here are the two most recent examples in my gmail:
From: Ken Mehlman, RNC Chairman (kenmehlman @gop.com)
Subject: FW: Getting It Done
Sent: Aug 25, 2006 7:44 PM
Click here for a PDF of the RNC email
From: Ellen Moran, Executive Director (information @emilyslist.org)
Subject: FW: Time’s up for EMILY’s List
Sent: Aug 7, 2006 2:15 PM
Click here for a PDF of the EMILY’s List email
As you can see, they both claim to just be forwarding on a message from one of their political staffers. The RNC email doesn’t really even try to hide it (would you imagine that an email from the political director to your chair would include a live link to your donation page?). Anyway - I definitely recommend testing it out - you may be surprised at the results.