We adopted a new method this year, inspired by Jim VandeHei's "Smart Brevity." Analyzing our text-heavy emails, we questioned reader engagement.

Jenn, our Digital Strategist, successfully trialed this tactic with the Council of Trustees, yielding higher click-through rates. If you notice, she not only minimized the initial text used, but formatted the document to be more attention-grabbing and easier to navigate the email.
Here are some of her statistics from sending this style email:
Jan 4 - 61% Open, 6% CTR
Dec 31 - 58% Open, 17% CTR
Nov 29 - 65% Open, 24% CTR
Nov. 9 - 63% Open, 20% CTR

Allie, our Digital Engagement Officer, replicated this success with her portfolio, achieving the highest open and click-through rates from anything she's sent in this role over the last year.
Allie's statistics:
July Engagement 2 - 57.6% Open, 4% CTR
September Engagement 1 - 63.5% Open, 10.7% CTR

I then applied a similar format to our Jackrabbit Philanthropy Center's engagement list, witnessing parallel outcomes.
September Engagement: 48.4% Open, 9.4% CTR
November Engagement: 40.9% Open, 2.4% CTR

This approach simplifies content for donors, ensuring clarity, a clear call to action, and the option for deeper exploration. The strategy enhances comprehension and engagement, aligning with our goal of effective communication.