So, Uh, Are We Doing This Right?
In other words, to do multichannel testing, you must first establish methods to capture data within each channel, and you must think, in advance, of all the ways in which donors might respond to your solicitations — not just using the channel in which they are solicited, but using whatever channels the donors prefer.
In this process, you must try to determine how you could separate responses by source of solicitation including:
- distinct toll-free numbers for each direct-response solicitation;
- distinct landing page URLs for each direct-response solicitation;
- coded reply devices for direct-mail solicitations;
- coded reply devices for special event solicitations;
- coded reply devices for public speaking engagements; and/or
- business rules regarding time frames of responses and ZIP or geographic codes of donors for public relations activities, local events, DRTV, display advertising.
2. Once you have your coding and database, you can develop test scenarios. Here are some examples:
Testing both pre-postal mail and post-postal mail outbound e-mails saying, “Watch for our letter in your mail!” or “Did you receive and respond to our recent letter?”
You will, of course, split the outbound mail file into those who will and those who will not be receiving e-mails. But you need to be sure you are splitting the file of those who have e-mail addresses, not just those on your mail file. There is a strong argument that the mere presence of an e-mail address on your file is an indicator of a more dedicated donor.
- Thus, your split test is: Of those who have an e-mail address on record, do they respond better when receiving only a direct-mail piece or when receiving an e-mail reminder? You would further split this test based on testing e-mails before, e-mails after, and e-mails both before and after. Thus, counting the control group you would have a four-way split.
- You then need to attribute revenues from those who receive the letter and an e-mail reminder but then donate via e-mail rather than via mail. So each outbound e-mail link needs to be coded to a different donation page or otherwise tracked so you can determine that the donation was in conjunction with the e-mail reminder and postal mail package. Here, you really don’t have a “control,” but you do have the before, after and both three-way split.
- When doing your final analysis, you need to amalgamate the income or calculate overall response rates for each scenario (control, before, after, both) across both channels in order to measure the effect of using two channels instead of one.
Testing outbound telephone calls designed to alert the prospective donor to the postal mail letter.