Testing & Response Analytics
Direct marketing is unique in that it allows you to measure the the response to a particular campaign. By measuring the response of different lists or offers against each other or against a control, you can determine the best approach for that consumer segment. This process is called test and learn and our goal is to continually improve the response of your campaigns. Every mail piece contains a unique identifier or 1-800 number that tracks the response of every potential customer. Responses from every email or landing page are automatically entered into the data stream as well. The end result is actionable information that tells you how well the current campaign is performing while gaining insights to apply to future campaigns. With each campaign you gain more customer insight, allowing for improved campaign ROI, the ability to respond to changes in customer behavior.