Objective: Working with a company that utilizes direct mail as its primary means of acquiring customers, EurekaFacts conducted research in direct mail optimization.
- 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.
Outcome: 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.