Which will lead to more donations: sending from the organization’s “President and CEO” or the “Vice President of Children and Family Services”?
Answer: Vice President of Children and Family Services
In this experiment, sending from Joanne, the vice president, actually led to more donations. To send more authentic and humanized emails, you have to send from a person. But we also need to send from the right person.
In this case, Joanna was a more believable sender and potentially better equipped to talk about the content of this particular email.
Consider who at your organization is a believable sender, and the best person to send your next email.
President and CEO
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