The client was dubious. “Our members don’t use mail. They’re used to electronic everything. We don’t think mail will work as part of our renewal series.”
They agreed to test the inclusion of mail alongside email and Facebook advertising for one segment of our campaign target audience. If it didn’t move the needle, we wouldn’t repeat it.
So what was the result? The cell that received mail in addition to digital reminders responded seven points higher than the groups th...