Strategic direct mail marketing should always include a plan for development, deployment and post analysis. On Wednesday I outlined three of the most important metrics to measure when it comes to analyzing the effectiveness of a direct mail campaign. What makes our analysis process so exciting to me is that every campaign offers an opportunity to learn and build incremental success.
Our process begins by working with our clients to develop a response analysis and reporting solution that’s customized to their needs. Some clients have robust solutions within their organization while others do not. Often times we also engage the database analysis and reporting solutions from our partner, DataLab. During our analysis, the raw data we need to track response and conversion is supplied by our clients or by their call center and web teams, respectively. In some cases we receive response data files or customer order/connect files and can do match back analysis against the outbound mail file. This is an excellent way to determine who in the mailed group responded (gross response rate) and who ordered (net response rate).
There are a number of ways we use this data to improve a client’s results. For example, we recently analyzed the demographics of a particular client’s mail file and adjusted the copy to better reflect the needs of its target audience. This resulted in a statistically significant improvement in response and a reduction of cost per acquisition compared to previous campaigns. In many cases we split test creative packages against a client’s control package. The analysis of response and conversion allows us to determine if the test package provided better results than the control. You can read more about testing creative packages against control packages in this article Mike Dietz wrote for Target Marketing. Beyond normative testing, there are other forms of analysis that can be done, such as predictive modeling (response and conversion) as well as improved targeting and financial analysis.
The key to success is never assuming the analysis function is complete and understanding that only through testing and measuring results can you improve. At IWCO Direct, we’re committed to helping our customers determine the most profitable and effective way to plan, develop, deploy and analyze their direct marketing campaigns.
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