Oceana Dives Into Multichannel Marketing
A compelling theme and the imperiled sea turtle are the backbone of this campaign.
● Follow-up e-mails for telemarketing calls: Test them for refusals as well as pledgers and hedgers (and thank-you e-mails as cultivation vehicles for credit-card donors). They generated a significant chunk of the telemarketing donations for Oceana (5 percent).
● Age: 45-70 years old was the sweet spot for telemarketing, while 50+ was best for mail.
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