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DANISH CANCER SOCIETY – DIRECT MAIL VS. EMAIL

Danish Cancer Campaign used direct mail to boost charity lottery participation

The Danish Cancer Campaign implemented a multi-channel strategy to compare print and email’s call-to-action performance in an attempt to measure the response rates after the invitations were distributed electronically and via the post.

 

How they did it

  • After sending out 200,000 written invitations encouraging participation in the annual fundraising event, the campaign formed three groups to test the effectiveness of direct mail and email when reminding members in each group
  • Group 1: elected to receive emails, and received an email reminder

Group 2: also elected to receive emails, but received a postal reminder instead

Group 3: elected to receive a postal reminder, and received a postal reminder

  • The campaign tested the group’s recollection of the lottery reminder via a phone conversation, first performing a non-prompted recall test, followed by a cued recall test

 

The Results

  • Response Rates

Group 1: Email – 12%

Group 2: Direct mail – 24%

Group 3: Direct mail – 29%

  • Recollection

Group 1: Email – 25%

Group 2: Direct mail – 58%

Group 3: Direct mail – 55%

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