Working with a company that utilizes direct mail as its primary means of acquiring customers, EurekaFacts conducted multiple efforts in direct mail optimization including:
- Multivariate analyses of response rates to identify targets that offer highest response rates.
- Development and analyses of tests to determine optimum list criteria, message, package, offer, and timing for various direct response efforts.
- Optimizing offering sequences to maximize relationships, and integrated marketing evaluation to measure contribution of each effort toward marketing objectives.
The response optimization program resulted in new combinations of list selection, package, message, offer, and timing that more than doubled a ten year control package. Other outcomes included identification of new viable market segments and greater customer retention.