Most email program managers understand the importance of A/B testing, particularly when it comes to things like subject line tests.

Earlier today, Alesa Mackool of ACM Strategies (a Civic Shout partner) published a fantastic LinkedIn post outlining three specific instances in which A/B testing unearthed major opportunities to optimize:

We learned something new about the supporters of a nonprofit we work with. They're far more likely to read emails at 8 p.m. on a Saturday night than any other time during the week (To be clear, this isn’t typical).

Industry reports say that most blast emails are read within one hour of the send time. That might be true, but for another one of our clients, we typically see steady donations up to three days after a fundraising email is sent.

We work with one organization that sees their emails tank whenever there’s a “DONATE” button. Another client raises 2x when there IS a button!

As these examples illustrate, it’s important to always keep in mind that every email community is different. What works for one won’t necessarily work for another.

As Alesa put it, "If your organization is solely relying on widely-shared best-of tactics from the internet, you’re probably missing out on a ton of opportunities that your own data is waiting to show you."

Best practices are a great starting point to give you ideas for what to test. But if you’re not running randomized experiments to test your assumptions, there’s a good chance you’re leaving money and engagement on the table.