Most marketers know instinctively that personalization can increase response rates for direct mail. This report provides guidelines that you can use to help estimate response rates when proposing and planning relevant marketing campaigns involving variable print. Published 2009
Benefits:
Relevant marketing is more costly than marketing with the same message to everyone. In order to handle objections your clients or management may have with this new approach, you have to prove value. This report gives you the proof you need.
What is an increase of several percentage points in responses worth to your client? Having a way to estimate your results and knowing the real value your digital solution holds can help allay any concerns over increased production costs.
Description:
Each of 5 applications (Direct Order/Fundraising, Lead Generation, Lead Nurture, New Customer Experience and Loyalty) is explored through a detailed digital case study to see how relevance was achieved and success measured. A general look at each application follows, using examples from additional vertical markets.
Finally, a method for estimating your own response rates for each type of campaign is included. The report also features comparison between response rates achieved by static marketing (data from the DMA) and those produced with variable (data from PODi case studies) (PDF-31 pages; December 2009)
