Case Study: Macmillan Cancer Support boosts SMS engagement and cuts costs with dotdigital

Macmillan Cancer Support boosts SMS click-through to 45% with dotdigital

Macmillan Cancer Support, one of the UK's largest charities, faced the challenge of low engagement with critical automated emails sent to its fundraising event participants. These time-sensitive messages, such as good luck wishes and event reminders, were often missed as supporters were not checking their inboxes. They partnered with dotdigital to explore using SMS as a more effective channel.

The solution implemented by dotdigital involved consolidating existing SMS programs and then strategically replacing the lowest-performing emails with timely texts. This approach yielded significant results, including an SMS click-through rate of 45% compared to 7.14% for email and cost savings of 22%. dotdigital's platform also provided crucial cross-channel reporting for the first time, enabling Macmillan to turn a previously underperishing channel into its highest-engaging one.

Macmillan Cancer Support