How Offer Testing Enabled Rescue Missions to Improve Response Rates for a Thanksgiving Direct Mail Campaign by 22%

Challenge

TrueSense Marketing ran an offer-testing initiative for rescue missions to see how shifting away from traditional meal appeals to more information about programs and services would perform during the Thanksgiving holiday direct mail campaign.

Solution

TrueSense sent out 34,651 control pieces with an urgent Thanksgiving appeal for meals, and 34,686 pieces of a test package focused on providing information about programs that each rescue mission offered outside of “meals and care.”

Results

The test package produced a 22% lift in response rate over the control, at a statistically significant 95% confidence level. The cost of the test package was comparable to the control.