| |
What should you expect? Many industry experts believe that businesses should plan on a 1% response rate…and anything after that is gravy. While we agree with this as a general rule-of-thumb, we know that diligent planning will always yield better
results. If we can lift response by even 0.5%, that's a 33% improvement. In fact, many of our programs have produced double-digit response rates and hundreds of millions in sales.
Average response rates by type*
- Dimensional mailings 3.88%
|
|
Like all marketing programs, the mix of vehicles employed will impact the overall effectiveness of the campaign. Multiple direct marketing vehicles will increase your rate of success. A mix of direct mail, email and
telemarketing can be a powerful combination. This chart illustrates what's possible with a multi-prong effort.
You should also consider what each customer represents in Lifetime Customer Value. LCV is your actual profit: sales price less direct cost of goods sold, along with how often a new customer will purchase from you over
the next two to three years. By multiplying these two numbers youšll arrive at the LCV. |
|
