![]() ![]() This automated solution is called “programmatic” or “triggered” direct mail, and it allows you to send data-driven, personalized direct mail in real-time. Using your existing API or one of CPMI’s direct mail CRM integrations, you can now send direct mail based on any events or behaviors in your customer sales journey. ![]() Not Your Father’s Direct Mail Marketingĭirect mail may be one of the best channels to take your marketing to the next level. We’ll get into the many benefits of automated direct mail marketing, but first, let’s dive into how it works. Why? Because a growing body of evidence is proving that both direct mail combined with digital automation are the keys to getting heard. Retention Rate without Direct Mail) / Avg.In today’s evolving marketing landscape, marketing teams are incorporating automation to supercharge their nurturing strategies. To determine a change in retention rates from a direct mail marketing campaign or program, use the following formula: SC: The number of customers at the start of that period NC: The number of new customers during that period Customer Retention Rate = ((EC-NC)/SC)*100, where:ĮC: The number of customers at the end of a period.Use this formula to calculate your retention rate: Retention rates are the percentage of customers your organization maintains throughout a specific time period. To determine a change in close rates from a direct mail marketing campaign or program, use the following formula: Close Rate = Customers Generated / Leads in Pipeline.Here is a simple formula to calculate your close rate: Conversion Rate without Direct MailĬlose rate is the number of prospects that become customers in comparison to the number of leads in the pipeline. Conversion Rate without Direct Mail) / Avg. (Conversion Rate with Direct Mail-Avg.To determine a change in conversion rates from a direct mail marketing campaign or program, use the following formula: ![]() Conversion Rate = Number of Customers Generated / Responses.Use this formula to calculate conversion rates: ![]() Response Rate without Direct MailĬonversion rates are the percentage of prospects that converted into paying customers during a campaign. (Response Rate with Direct Mail-Avgerage Response Rate without Direct Mail) / Avg.To determine a change in response rates from a direct mail marketing campaign or program, use the following formula: Response rates can be calculated by this simple formula: Response rates are the percentage of people who respond to your direct mail sends. At the end of the day, whether you’re hoping to achieve an increase in pipeline or improve contract values, knowing the business outcomes you’d like to achieve will guide your direct mail campaign strategy. “Execute 20% more meetings in Q1” is an example of a quantitative goal.ĭetermining your direct mail marketing KPIs will help your organization understand what benchmarks you have to hit to be successful. From there you’ll be better equipped to set quantitative goals. Before starting any campaign, measure relevant program metrics to define your baseline. Afterall, accomplishments can be interpreted differently at every organization, and even between departments. It’s important to take stock of how your current programs are running to understand how “success” will be defined. Some qualitative direct mail campaign goals may be: Goals will ensure every member of the team is centrally motivated, and will also enable you to accurately measure performance. Setting campaign goals is critical to achieving success with direct mail. ![]()
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