The Internet Advertising Bureau reports that Oxfam tested targeted e-mails last year and enjoyed success with Gift Aid conversions.
In 2001 Oxfam GB ran a six-month programme of targeted e-mails to 15,000 supporters and compared the results against a segment of supporters from its e-mail database of 60,000.
The results of this test are reported in the Internet Advertising Bureau’s Digital Marketing Handbook, published in association with Revolution magazine.
The results of the targeted e-mail tests were encouraging. For example, a Gift Aid conversion message resulted in 90% of the 1,200 people who clicked through from the e-mail to the Web site signing the Gift Aid statement.
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