Version A – Email preview text that was personalized, based on the reader's name and U.S. state Version B – Similar email preview text, but was not personalized
Key Performance Indicator (KPI):
Donations/opens
Test Goal:
Increase email open and donation rates
Traffic Source:
Existing email list
Audience:
US-based, existing email list of users who weren't yet members
Organization:
World Wildlife Fund (WWF): the world's leading wilderness conversation organization
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