Know-How Exchange : Research/Metrics

Dear mschetti,

There was another question along similar lines from
June of 2005, which you'll find here:

www.marketingprofs.com/ea/qst_question.asp?qstID=8069

You'll find details from the DMA for March, 2009 here:

www.the-dma.org/cgi/disppressrelease?article=1281

But BEFORE you read the stuff from the DMA below, consider
these points:

How segmented is the list in question for the offer in question?
(Were mailings on wine sent to members of Alcoholics Anonymous? Were mailings for hunting magazines sent to vegetarians?)

When was the list last updated? (Millions of people move house every year: how fresh is the list in question?)

How relevant is the message on the outside of the envelope,
if the thing being mailed is IN an envelope?

Was an offer repeated on both sides of a postcard? (Many postcards never get turned over).

Did the offer use social proof, compelling guarantees, short windows of opportunity, limited quantities, and other "reasons why"?

Did the recipient VOLUNTEER to receive said pieces of mail? (Was the mail a welcome guest or an unwelcome pain in the tush?).

Was the piece of mail attention worthy? (Was it lumpy, an unusual size, did it smell nice, did it make a noise, was it an EVENT, was it worthy of a remark to someone else, was it read by more than one person?)

All little things, but all reasons that can significantly increase or dramatically decrease attention spans, opt in, windows of interest, or response rates.

I hope this helps. Good luck to you.

Gary Bloomer
Wilmington, DE, USA