How targeting direct mail prospects with digital advertising affected direct mail revenue
Experiment ID: #15316
The Missionary Oblates of Mary Immaculate
Experiment Summary
Timeframe: 11/17/2019 - 12/31/2018
Missionary Oblates had significant investments in their direct mail program and wanted to see if they could optimize the return by investing in digital marketing that would target these prospects in the time period that they received a direct mail letter.
They created a control audience that was excluded from seeing any ads, and a treatment audience that would see a rotation of brand and eBook offering ads (but no donation-centric ads) for a two week period before the mail piece hit mailboxes and for two weeks after, the prime time in which a donor would respond. They optimized the ads for reach—aiming to show ads to as large a percentage of the target group as possible. The goal of this test was to lift direct mail revenue—not to add an additional segment of online revenue.
Research Question
Does targeting direct mail prospects with branding ads and content offers via Facebook ads increase direct mail revenue?
Design
C: Direct Mail Letter Only
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T1: Direct Mail and Branding ads
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Direct Mail Letter Only | 4.9% | ||
| T1: | Direct Mail and Branding ads | 4.9% | -0.2% | 13.9% |
This experiment has a required sample size of 24,093,144 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
This experiment was not valid. We’d like to test this again at a different time of year, when the motivation of donors isn’t necessarily as high as it is at year end.