Summary

Aignyte increased the response rate for a large non-profit soliciting donations via direct mail appeals.
Aignyte’s proprietary algorithms picked the optimal envelope, inserts and letters to maximize the
probability of the recipient to open the letter and make a donation. The combined effect of hyper-
personalizing the envelopes, inserts and letters led to a 60+% increase in response rate

Case Study

A large national non-profit regularly solicits donations from existing donors as well as prospects.and
wanted increase the donations from both donors and prospects. Our client sent 10.8 MM direct mail
pieces in 10 campaigns over a 12 month period. The average response rate was 2.4%

Our client had

• Relatively small amount of demographic information (<100 variables on each donor and prospect),
• Creative inventory consisting of 53 different creative packages and
• only 12 months of campaign history totaling

Aignyte’s transformative methodology and algorithms were still able to deliver transformative results without any additional testing or building any new creatives.

• Aignyte Decoder built a proprietary genome (related to our client defined value propositions, product offerings and creative elements) for each of the existing creatives. Each genome was close to 5000 elements long.
• Aignyte Extractor ran a two step process to extract donor and prospect preferences for the envelope, insert and letter body genome elements. Understanding at a granular level which value propositions, in what mix, would work for each donor or prospect would be of interest to them in a particular month of campaign …
• Aignyte Matcher then used this atomic level understanding to assign creative package (combination of envelope, insert and letter body) for each donor or prospect individually to maximize their probability of opening the envelope and making a donation.

Results

Aignyte generated recommendations resulted in a 60+% increase in response rates.

Find out how Aignyte can help turbocharge your direct marketing efforts today!
aignyte@quaerainsights.com