Industry: Higher Education; Interest Survey for YOUNG/GOLD alumni
Application: Interest survey for their new year “Under the Sun” program theme
Product: Direct mail utilizing a PURL to engage alumni further on line
The Challenge: Testing to see how well YOUNG Alumni or GOLD’s (Graduates of the last decade) respond to direct mail
The Solution: mslDirect multi-channel marketing program
The Benefits: We found out that 73.02% of their YOUNG alumni preferred E-mail instead of Direct mail marketing and 23% redirect from the link at the end of the campaign to the “Donate Now” page.
- What we learned is you need to mail more than 1 time, you should always try and capture a valid email address prior to graduation and the offer needs to be much stronger than a “Register to Win” Amazon Kindle.
|Direct Mail Quantity||7102|
|Total Number of Responses||63|
|Direct Mail Response Rate||0.088%|
|Total Number of Campaign Touches||1|
|Percent Wanting Email instead Direct Mail||73.02%|
|Total Number of Campaign Visits||80|
|New Email Addresses Obtained||63|
|Redirected to Donation Page||15 (23%)|