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American Red Cross

American Red Cross. Kimberly Reckner. Email is a Critical Medium. American Red Cross Programs Online Donation Receipts Monthly Newsletters ongoing Red Cross news, preparedness tips, and updates Annual Fundraising Solicitations Disaster Campaign Solicitations Blood Appointment confirms

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American Red Cross

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  1. American Red Cross Kimberly Reckner

  2. Email is a Critical Medium American Red Cross Programs • Online Donation Receipts • Monthly Newsletters • ongoing Red Cross news, preparedness tips, and updates • Annual Fundraising Solicitations • Disaster Campaign Solicitations • Blood Appointment confirms • Safety.net Newsletters – tips • eCards - coming soon Permissioned Only The American Red Cross only sends email newsletters and solicitations to people who have signed up to receive information either on our website or after donating.

  3. Why are we testing CertifiedEmail? • Donor Safety: Individuals that donate to the American Red Cross are particularly vulnerable to phishing attacks. The CertifiedEmail icon enables recipients to identify American Red Cross messages as legitimate and safe. • Improved Response: The American Red Cross believes that it is possible to generate better response due to the combined effect of higher delivery rate, higher open rate and higher click through rate from CertifiedEmail. On donation solicitation campaigns, this will likely result in higher donations per email. • Reduced Support Costs: Assured delivery of transaction messages like donation confirmations/receipts and blood appointment confirmations will reduce customer calls.

  4. Does CertifiedEmail Increase Response?Defining the testing goals CertifiedEmail Benefits • Assured Inbox Delivery • Bypass volume filters • Bypass content filters • Confirmation receipt by message • CertifiedEmail Inbox Labeling • Non-spoofable • Conveys TRUST • In the message AND the inbox • Full message functionality • Images, enabled links • No restrictions on copy • Enhanced reporting • Detailed accurate reports • Functional error reportingon non-delivery Testing Goals Understand impact of CertifiedEmail on response drivers • Higher Delivery Rate? • Higher Open Rate? • Higher Click-Through Rate? • Higher Contribution Per Email?

  5. Summary of Test MethodologyUnderstanding the benefit of CertifiedEmail over time Test Populations • CertifiedEmail Test • Time: Anytime after April 1 • Duration: 30-90 day test (not just one message or a short window) • Population: All AOL addresses on the email file • Test Cells: 50/50 Split (one receive 100% CE, other receives 0% CE) • Message types: All messages across populations are identical (marketing and transaction) Test CE 50% AOL Control Non-CE 50%

  6. Summary of Test Methodology, continuedEvaluating both increased response and reduced costs CE Non-CE Delta Test Control 1. Increase Response/Donations 2. Reduced Support Costs ?% ?% ?% ?% ?% ?% $ Costs Reduced per Email Support Calls/Email Sent $ Donation per Email Open Rate Click Thru Rate Donation Rate

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