The Danish Cancer Campaign tested the effectiveness of direct mail versus email in an attempt to boost their charity lottery participation.

Method

• After sending out 200,000 written invitations encouraging participation in the annual fundraising event, the campaign formed three groups (each with 2,000 members) to test the effectiveness of direct mail and email when reminding members in each group.

The results

• When testing the effectiveness of each channel’s response rates, direct mail’s call to action was more powerful, producing twice the response of the email reminder.

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