PODi - the Digital Printing initiative, has recently released their 2007 “Digital Print Case Study Profiles”. Many of the results are quite astounding.
PROJECT: MIKASA BRIDAL REGISTRY FOLLOW-UP
Segment: Direct Marketing – Traffic Generation
• First test run – response
rate of 8.2% with
average order size in
excess of $200.
(Note: these responses
are purchases, not just
leads.)
• Second test run: 15%
response rate.
• Average revenue
generated per mailer:
$20-30.
We will be posting more of these in the near future.
Technorati Profile
Direct Mail Response Rates Tracking Results Variable Data Printing
A key advantage to using unique URL’s is the ability to more accurately calculate the effectiveness of a campaign by recording visits to the web. It is possible that an offer was relevant to the recipient but it was not the right time to move forward, the prospect was distracted, or the piece slipped their mind. By identifying those recipients that showed at least some level of interest to the offer, we can begin to rank prospects and concentrate marketing efforts on those most likely to respond. This level of targeted
marketing takes time to develop, but has been extraordinarily successful for many firms.
Direct Mail PURLs Tracking Results Variable Data Printing
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