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Article: Predictable Response.(ways to boost response to direct marketing campaigns)(Statistical Data Included)
- Article from:
- Bank Marketing
- Article date:
- July 1, 2001
- Author:
CopyrightCOPYRIGHT 2001 Bank Marketing Assn. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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You can take the guesswork out of your direct-mail marketing by using a technique known as 'predictive modeling.'
This approach boosts your return-on- investment and saves valuable marketing dollars.
Have you had a direct mail program in which you were not happy about the response rate? Don't junk the product or redesign your mailing package. The problem may be in the way you selected your target audience. At least 50 percent of the success of a direct mail campaign is attributable to effective audience selection.
Many direct mail campaigns that produce marginal responses are the result of either "intuitive" or "monolithic profiling" audience ...