Question

Topic: Customer Behavior

Direct Mail / Customer Conversion Campaign Metrics

Posted by arthurk on 11/11/2008 at 2:17 PM ET 250 Points
Hi

We are building a DM postcard campaign that is designed to 'convert' those customers that currently do business with us through mail and phone to now use our online system to manage their account.

On average, these are long-standing customers that value our service and pay on a monthly billing basis by CC, PAP or cheque.

We have designed our campaign to both catch the attention of our customer and highlight the benefits that our new online system can offer to support their account. Our approach is to start with a billing insert and then repeat message through postcard DM piece over 2 waves. The conversion process itself will only require a few minutes of time on the part of the customer.

So, given our effort to build this new account management system and communicate benefits in an effective way - what is the likelihood that a customer will respond to our communication and convert?

A second question, is what value / impact an incentive to convert is required? (ie contest or value-add offer)
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RESPONSES

  • Posted on 11/11/2008 at 2:20 PM Member
    I don't have a good source for any estimates on the likelihood your customers will respond.

    You should, however, offer the value that converting from a paper process to the online will be "going green" as well as saving both time and money (stamps).
  • Posted on 11/12/2008 at 10:26 AM Accepted
    Completely changing the way you do business with your customers from paper/phone to e-commerce IS a big change.

    You will probably have a good percentage convert on the first communique, then about 50% less than that on the 2nd, 50% less than that on the 3rd, etc... you get the picture.

    I do believe you will find some customers completely reluctant to move to a paperless/personless system.

    Position the change to one of giving your customers even more customized service ... i.e. "You choose which system will work best for you" or "You are the boss, you tell us what you want" ... spinning the message to one of pure customer service would be your best shot of avoiding the complaints of "you aren't taking care of me how you always have."

    Good luck!
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