How do you know whether your direct mail campaign will be a success? In this week’s newsletter we have the most recent research from Royal Mail on how you can improve the effectiveness of a campaign.
Our New List section provides details of our brand new packages from our ‘New Additions’ dataset whilst the latest news includes why personalising emails results in increased ROI and why a data suppression best practice code could be the answer in reducing incorrect and poorly targeted direct mail.
And finally, you may have received details of our free prize draw earlier this week (launched to promote our new Meet Our Account Team page) where you could win an evening dining out and watching the latest film release. To enter click here (closing date for entries is 31st August 2008).
WIN MORE CUSTOMERS WITH OUR NEW LIST PACKAGES
Do you want to:
- talk to the very latest business start-ups?
- contact businesses that have just moved?
- speak to new owners?
We can help you achieve any of these with our brand new ‘New Additions’ packages.
Starting from as little as £285.00* you could be talking directly to these valuable contacts tomorrow.
Call us now on 0845 838 2153 to speak to one of our experienced Account Managers for further information. You can also visit http://www.marketscan.co.uk/new-additions-packages.aspx for the full range of packages.
*Price excludes delivery and VAT.
MARKETSCAN APPROVED BY BiP SELECT ACCREDIT
Public sector organisations need assurance that suppliers are suitable to tender for public sector contract opportunities in terms of their legal, financial and technical capacity.
The BiP Select national pre-qualification service offers a simple and structured approach to pre-qualification via supplier assessment across common criteria, delivering better value for money to both buyers and suppliers.
We are pleased to announce that Marketscan is now a fully approved BiP Select supplier.
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WHAT MAKES A CAMPAIGN A SUCCESS OR A FAILURE?
The typical item of Direct Mail achieves a 1%-5% level of response yet there is a huge range of different rates achieved. Recent research from Royal Mail identifies common characteristics of successful (and unsuccessful) campaigns. Below are the key findings from this research.
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The most commonly achieved response rate for B2C campaigns is 3%; for B2B campaigns it is 1%.
- Successful B2C mailings are particularly likely to have utilised a customer database. Evidence suggests that bought-in lists are more effective in the B2B arena than B2C. For both B2B and B2C campaigns, campaigns with “strong” database quality achieve levels of response that are c. 50% above norm.
- Creativity is key to campaign success. Mailings with strong creativity generate over twice the average level of response. Those with weak creativity achieve response rates that are around a third of the average. This holds true for both B2C and B2B mailings.
- Amount spent per mailing is less critical than creativity, but there is nonetheless a link between low levels of investment and low response. B2B campaigns with an investment of less than 60p per item perform particularly poorly.
- Campaigns that have “strong” integration with other brand activity deliver response rates that are 60%+ above norm for both B2C and B2B campaigns.
For further information visit www.royalmail.com
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Data suppression best practice code to be launched
The Software Bureau has called on the marketing industry to adopt a data suppression best practice accreditation system in order to reduce the level of incorrect and poorly targeted direct mail.
Email marketers should 'get a plan'
Marketers who use email campaigns as part of their marketing mix should ensure that they adhere to a marketing plan, an expert has advised.
1.4 billion will use internet in 2008
Almost a quarter of the world's population - or 1.4 billion people- will use the internet on a regular basis in 2008, according to IDC's Digital Marketplace Model and Forecast.
Personalising emails results in increased ROI
Using personalised email marketing strategies results in more successful and cost-effective campaigns, a new study has found.
Websites inaccessible to disabled users miss out on vast market
Firms who don't make their websites accessible to disabled users are missing out on a "vast potential market", an expert suggests.
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