How co-targeting with Facebook ads affects direct mail acquisition response rate
The Navigators
Experiment Summary
Ended On: 02/29/2024
The Navigators were running direct mail acquisition and wanted to test the impact of adding brand ads alongside these pieces so that people would see ads 10 days before and 10 days after the direct mail piece arrived in their mailbox.
In the ads, they addressed that the user would be receiving Christmas cards and a calendar from The Navigators in the mailbox soon. The ads had no other call to action or button to click through to another page.
They launched an ad campaign targeting 50% of the list (25,000 people) and spent $2500 to maximize reach across the target audience.
Research Question
We believe that showing Facebook ads for direct mail acquisition prospects will achieve an increase in conversion rate because we will increase brand awareness and familiarity during the “ask period”. because we will increase brand awareness and familiarity during the “ask period”.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 3.8% | ||
| T1: | Treatment #1 | 4.2% | 11.9% | 98.9% |
This experiment has a required sample size of 14,685 in order to be valid. Since the experiment had a total sample size of 50,000, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 11.9% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learnings from this experiment are that adding Facebook ads alongside direct mail acquisition efforts significantly increases conversion rates. In this case, The Navigators saw an 11.9% increase in donations when they ran brand ads 10 days before and 10 days after sending out direct mail pieces.
This demonstrates the importance of building brand awareness and familiarity with potential donors before making the direct ask for donations. By priming prospects with information about the upcoming direct mail pieces, the organization was able to improve the effectiveness of their fundraising efforts.
Moving forward, The Navigators should continue to integrate digital advertising with their direct mail campaigns to maximize their impact. They can use similar strategies in future experimentation by testing different messaging, creative, and timing to further optimize their results. Additionally, they should consider expanding this approach to other marketing channels to create a cohesive and multi-touchpoint donor acquisition strategy.