# Oxfam's targeted e-mails yield Gift Aid conversions

- Link: https://fundraising.co.uk/2002/06/06/oxfam039s-targeted-emails-yield-gift-aid-conversions/
- Published: 2002-06-06T23:00:00+01:00
- Author: Howard Lake

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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