March 28, 2012
Getting More with Less – Enhancing New Mover Programs with Modeled Data
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When it comes to new mover mailings (and other direct mail programs for that matter), if you want to increase your responses, you are likely going to increase your direct mail quantity. More is better – Right? Not necessarily. Direct mail costs are mostly fixed and linear, and the probability of an additional new mover responding is diminishing.
So how do you get more responses or at least maintain responses with fewer pieces of direct mail? The answer is… with modeled data.
By utilizing a modeled new mover program that combines new mover data with modeled zip+4 data, direct marketers are able to segment new movers based on their relative likelihood of response. This enables marketers to increase or decrease the number of mail pieces according to factors such as cost and response rate. Ultimately, a modeled new mover program facilitates greater optimization of costs, improved predictability of response, and increased new mover program success.
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Posted by Jim Iott
on March 28, 2012 at 3:41 PM
in Direct Marketing |
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