Direct Mail Assessment

Question Title

* How often are you able to utilize success metrics to gauge your direct mail effectiveness?

Always

Sometimes

Rarely

Question Title

* Measuring Return on Investment (ROI) is critical to assessing DM performance. How well are you able to track the results of your DM efforts?

Very well

Not very well

We don’t track results

Question Title

* Has your customer data been divided into well defined segments?

Yes, we already employ segmentation principles

Yes, we have captured the customer data to support segmentation, but we haven’t utilized it

No, my data has not been segmented or we do not currently capture customer data

Question Title

* Which of the following best indicates your marketing to different customer and prospect segments?

We tailor our marketing content for each defined segment or individual person

We use different creative and offers for a few major market segments

Our direct mail is the same for everyone

Question Title

* How often do you conduct A/B testing on your offers and CTAs?

Always

Usually

Never

Question Title

* Mailing data is typically run through the National Change of Address (NCOA) database. Do you have a policy for using address change data to update your database?

Yes, we take in the data

Yes, we overwrite existing data

No, we do nothing with the data

Question Title

* For acquisition campaigns, what type of data methodologys do you use to target people?

We have developed a model and target people who score highest on the model utilizing third party data

We purchase third party data based on demographic factors or first party data gather via various means

We use a list we purchased a while ago.

Question Title

* For retention or reactivation campaigns, what criteria do you use to determine who should be mailed to?

We using scoring strategies based on recency, frequency and value and predictive timing

We try to send to customers that are most likely to buy, but don't have a defined methodology

We mail to everyone

Question Title

* Do you know if saturation mail (EDDM) or targeted mail is best for your objectives?

Yes, targeted mail is the best

Yes, saturation mail is the best

No, we are not sure

Question Title

* People receive lots of direct mail. It’s increasingly important that creative and messaging be really strong so that pieces cut through the clutter. How confident are you that the creative on your pieces can do that?

Very confident. Our creative is strong.

Somewhat confident, but we would benefit from a review or outside perspective.

Not confident. It would be helpful if someone with a strong direct marketing background provided insight.

Question Title

* Have you evaluated the total cost of your direct mail against your campaign results?

Yes we evaluate our direct mail campaigns by looking at both print costs and postage costs

We only look at the print costs, not postage

We have not assessed our print costs against campaign results

Question Title

* Direct Mail projects can be very complicated and time consuming. How would you assess your organization’s ability to execute direct mail projects?

We have sufficient internal resources and expertise from a direct marketing and data science standpoint.

We have some expertise, but limited bandwidth and need to rely on outside resources.

Our internal resources are very limited.