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
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
Group 1: Email – 12%
Group 2: Direct mail – 24%
Group 3: Direct mail – 29%
Group 1: Email – 25%
Group 2: Direct mail – 58%
Group 3: Direct mail – 55%
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