As for the "offer" element, Scott says marketers should test a few, because consumers may be in different phases of the buying cycle. And, while a white paper may appeal to someone in the education phase, those closer to purchase may want a 30-day, free trial.
6. Consider other measurements besides response rates. Goff says response rates may not mean sales, and sales may not translate to valuable customers. (Depending on what the offer is, first-time buyers may be one-time purchasers or even returners, Goff explains.)
Goff believes value is a more useful metric, as determined in the "value-adjusted optimization model calculation" AccuData created (see the formula in the Media Player above).
7. Realize that list interaction reports still matter. Take a look at the merge/purge reports, see where the best-performing names are coming from and make sure that they, and other names, are not duplicated on other lists. Ensure cooperative lists, for instance, are providing enough unique, valuable names to justify the cost, Buoncristiano notes.
8. Implement a reuse strategy for prospecting efforts. Buoncristiano says: ""Sometimes your top 25 percent of your list can yield a better performance on a reuse than the bottom part of your plan."
Buoncristiano offers two bonus tips for direct mail users:
- Mailers once adhered to the one household, one mail piece rule. Now, she says, they might consider addressing individuals within the household.
- Marketers may want to understand their specific geographic "strong points," she says. Going as far as figuring out which part of the plus-four in the ZIP+4 works well might improve performance, considering how far models have advanced.