Multichannel Campaign of the Year: MSPCA Holiday Tree Campaign

MSPCA

Holiday Tree Campaign

Submitted by DaVinci Direct

✔ The Numbers

Recipients: 76,097 direct mail; 86,917 e-mail

Response rate: 4.2 percent for DM; 12.8 percent open rate for e-mail, 1.14 percent clickthrough rate

Total cost: $43,388

Income generated: $122,215

Average gift: $38.28

While backing up a direct-mail package with an e-mail is technically "multichannel," the best, most aggressive multichannel campaigns use more than two channels. Such was certainly the case with this effort by DaVinci Direct on behalf of MSPCA. In addition to the direct-mail and e-mail components, it also included strategically placed posters, an expandable banner ad on the Boston.com homepage and smaller banner ads on Boston.com's pets page.