Don’t kill direct mail! A case study on why you need to keep it alive
Introductions and History
Discovering the Impressionists Direct Mail History Reliance on Special Exhibitions Cezanne Picasso/Renoir Renoir/Capucci Rembrandt/Van Gogh Arcadia Léger Discovering the Impressionists
Direct Mail History Member Households Rembrandt/ Van Gogh Cezanne Picasso/Renior Renior/Capucci
Direct Mail History Gift Attribution
Discovering the Impressionists Direct Mail History Reliance on Special Exhibitions Cezanne Picasso/Renoir Renoir/Capucci Rembrandt/Van Gogh Arcadia Léger Discovering the Impressionists
Direct Mail History Member Households Rembrandt/ Van Gogh Renior/ Capucci Cezanne Picasso/Renior Dancing Around the Bride: (Duchamp etc.) Leger
Discovering the Impressionists Direct Mail History Reliance on Special Exhibitions Cezanne Picasso/Renoir Renoir/Capucci Rembrandt/Van Gogh Arcadia Léger Discovering the Impressionists
Direct Mail History Member Households
Packages Mailed
Packages Mailed
Packages Mailed Jessie working on art JPEGS
Packages Mailed Jessie working on art JPEGS
Integration Industry Benchmarks Does it provide a lift to direct mail response rate? Back-testing needed for some integrated efforts. Attribution models and revenue balance across multi-touch initiatives. Are we net-positive across efforts? Matchback Results
Packages Mailed Jessie working on art JPEGS
Integration Facebook Custom Audiences for Renewals Facebook Custom Audiences for DM ACQ & Lapsed Integrated Pre and Post-Emails ACQ, Lapsed, and Upgrade Full Scope Digital Advertising Campaign Membership and Ticketing Ask Email Conversion Series to Sweepstakes Names
Planning How to Measure Success
Direct Mail History Response Tracking Gift Attribution
Direct Mail History Response Tracking Gift Attribution
Direct Mail History NOW THEN Making the Case Gift Attribution [to date]
Direct Mail Mid-Campaign Pre-Campaign Post-Campaign Real-Time Gift Attribution Mid-Campaign Check constituent records for DM appeal during gift entry Weekly in-house matchback Post-Campaign Final matchback against New members Ticket buyers Pre-Campaign Assign and import appeals/marketing codes to constituent records in DB Set up weekly reporting template with comps
Acquisition & Lapsed Overall Results by Campaign NOTE: September – the email extending the date is about to go out and TM is going on right now.
Acquisition & Lapsed Overall Results by Campaign NOTE: September – the email extending the date is about to go out and TM is going on right now.
Acquisition & Lapsed Overall Results by Campaign NOTE: September – the email extending the date is about to go out and TM is going on right now.
Facebook Custom Audiences for Renewals Goal: Provide lift to renewal response Results: Low engagement metrics for FCA (0.73% CTR), and difficult to manage impression frequency.
Facebook Custom Audiences for DM ACQ & Lapsed Goal: Provide lift to DM ACQ & Lapsed campaigns Test: No Offer vs. 3 Months Free June: Strong engagement metrics for Facebook (1.80% and 1.45% CTR for 3Mos and No Offer, respectively). September: Not as strong engagement metrics for Facebook (0.90% and 0.88% CTR for 3Mos and No Offer, respectively); campaign will be live until 11/1/15.
Integrated Pre and Post-Emails April ACQ & Lapsed Campaign April Upgrade Campaign Tests: Subject Line First Name Inclusion ACQ& Lapsed: Engagement metrics were not as strong for this segment, however response rate was extremely high at 0.30%, well above industry average. Ultimately, 321 members for a total gross revenue of $38,305 was generated through the email component of the campaign. Upgrade: Extremely strong engagement metrics, paired with low unsubscribe rate illustrates this is an extremely successful tactic. Ultimately, 29 members for a total gross revenue of $11,050 was generated through the email component of the upgrade campaign (0.11% response rate).
Integrated Pre and Post-Emails June ACQ & Lapsed Campaign Tests: Email Forward No Offer vs. 3 Months Free Engagement metrics were very strong indicating the likelihood of the response rate also being strong (email gifts were not individually tracked). Unsub rates were slightly elevated on these campaigns, so this is something to watch moving forward with prospect audiences.
Integrated Pre and Post-Emails September ACQ & Lapsed Campaign September Upgrade Campaign Tests: Email Forward No Offer vs. 3 Months Free Segment splits between Patron, Sponsor, Keystone, Sustainer For both the Acquisition and Lapsed audiences, we have seen strong responses for all emails. The Acquisition emails have shown open rates around 18% and CTR’s around 3-4%. Additionally, we are seeing strong open rates around 21% for the Lapsed audience and CTR’s of 3-4%. The Upgrade campaign metrics show strong responses from all segments for the Pre-Email and Post Email #1. Once the campaign has ended we will be able to measure a more in-depth success rate.
Full Scope Digital Advertising Campaign Goals: Test paid digital advertising as an acquisition channel for membership and ticketing Collect learnings on institutional messaging vs. exhibition messaging Collect learnings on membership vs. ticketing ask Ultimately, the advertising campaign generated 220 gifts and $9,430 in gross revenue (60 gifts and $6,030 revenue and 160 gifts and $3,400 for membership and ticketing, respectively). This resulted in a 74.65% return on ad spend.
Email Conversion Series for Sweepstakes Names Goals: Convert newly acquired names Collect learnings on ticketing ask vs. membership ask Test Email #3: 20% Off Tickets vs. 10% Off Membership Overall, we saw a strong response across the sweepstakes emails. Between the test in email #3, we saw a stronger response from the tickets discount with 124 gifts and $2,480 in gross revenue. Although we didn’t have as strong of a response from the membership ask, 10 gifts and $1,147.50 in gross revenue were generated through the effort.
Email Benchmarks for Cultural Organizations Forward looking – we are in the beginning stages of building something together. Laying foundation ?
2016 and beyond!