Bagging the Brown Bag
A2H combats direct-mail fatigue by testing while the control’s still working.
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The vouchers are the primary difference between the two mailings. The grocery-voucher mailing includes three giving vouchers, or asks, for $15, $20 and $50, while the truck voucher mailing has five ($15, $20, $50, $100 and $1,800). Going up to an $1,800 ask from the next highest, $100 voucher, was a risk, Shoemaker says, but one that made sense given that $1,800 is how much it costs to fill an A2H truck with food.
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Abny Santicola
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