Marketlogix :: Direct Marketing

By: Marketlogix  09-12-2011
Keywords: Advertising, Direct Mail, Direct Marketing

Ask anyone:  “What is the largest traditional ‘advertising’ medium in Canada and the US?” and many would be surprised to learn the leader is direct mail.

Why is direct marketing growing so rapidly, and what is driving its rapid growth?

On the business-to-business side it is the increasing cost of a sales call, decline in call frequencies and coverage and the fact that customers are frequently too busy to see sales representatives. On the business-to-consumer side, it is the increasing cost of poorly-timed and poorly-targeted “advertising.”

Increasingly, businesses are turning to the more effective direct approach because they are tired of accepting that the large majority of their advertising dollars are ineffective and they are tired of accepting poor results simply because they are the “industry average.”

At Marketlogix, we know what great direct marketing can do. And we know how to do it. We know how to help our clients use effective direct marketing to make more money, build and solidify customer relationships and to learn and grow through measuring, testing and more effectively targeting their communications.

Sample Campaign Analytics

Campaign Comparisons – Metrics      
  Program 1 Program 1 Program 1
Total Touches 3000 25,300 29,500
Cost per Touch $22 $12.00 $0.74
Responses 422 1568 985
Cost per Response $156.40 $193.62 $22.16
Total Leads 41 743 536
Cost per Lead $1,609.75 $408.61 $40.73
Contact Matrix Summary – Relative Costs of Different Methods
  Mail Phone Field Test % of Sales
Total Contacts 4,125
Average Cost of Each $5.00 $20.00 $400.00 $47.28  
Total Cost
$20,625 $41,500 $262,000 $324,125 13.6

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The information in this article was current at 06 Dec 2011

Keywords: Advertising, Direct Mail, Direct Marketing

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