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Perform Checks and Balances |
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Track your success
Record customer uptake for each incentive to measure effectiveness. Record the number of responses you receive for each offer versus the number of offers you send out. Business reply cards and online web forms are easy ways to track responses to your promotional incentives, while web hits and codes assigned to direct mail pieces will help you identify how customers came to you. Make sure you prepare your staff to ask, “How did you hear about us?” whenever a new customer calls or emails. Use this response rate data to determine which incentives work best with your prospects.
The table below illustrates a way to estimate the anticipated value each type of offer might have. Listing the average increase in response rates to different offer types, such as free gifts, free information, etc., will help to determine which promotions are most effective. The example below shows that, on average respond best to free goods, but offer performance varies based on a number of factors including who your target customer is.
2005 DMA Response Study (US) -- For full report go to www.the-dma.org
Back to basics! Ensure your campaign is built on a foundation of rock, not sand...
