Michigan Humane uses A/B testing and dynamic ask arrays to double email open rates and optimize giving, helping them to continue placing thousands ofadoptable pets each year

Campaign Highlight

Michigan Humane's 2020 End-of-Year campaign was their most successful ever and helped them bring in more donors and high-dollar donors than ever before. They also nearly doubled email open rates from 5.34% in 2019 to 10.85% in 2020!

Dave Kim, Michigan Humane's Digital Marketing Manager, points to a number of things they did right that led to the success. They tested everything from email subject lines to whether to use a supporter's first name in an email. They found that subject lines which focused on the positive effects of pet adoption on the adoptive families resonated much more with their supporter base than those that focused on saving vulnerable animals. You will now see messaging throughout their website and other communications focusing on "creating families" and "finding the perfect match!"

In addition to running frequent A/B tests on email communications, Michigan Humane implemented Salsa's "Dynamic Ask Arrays" to optimize donations throughout their supporter base. Dynamic Ask Arrays allowed the organization to customize each supporter's "ask" based on customizable calculations using a number of variables, such as last gift amount and largest gift amount.