Direct marketing is on the rise and it doesn’t show signs of slowing down. Customers appreciate targeted marketing more than ever. You can see this trend in the growing number of users turning on their adblockers; that number climbed to nearly 26% in 2018. But customers still enjoy sorting their mail and seeing offers that are targeted towards them. When our spam folders are overflowing, it’s...
In our previous catalog matchback post we discussed matchbacks and how we should not attribute 100% of the sales results to the catalog mailing because many of the sales are digital in origin. Customers are often touched multiple times (print, email, retargeting) along their purchase journey. Today we will look at catalog hold-out tests and how they can be used to modify your catalog matchback reports...
With software like Hubspot, you can track opens on emails, gain metrics on clicks, and measure the response rates of campaigns — which tells you the level of success and profitability you can expect from a conversion. But what did direct marketers do before the era of digital metrics and tracking? Catalogers relied on key codes to track response by customer segment. Most orders arrived either by mail...
Direct mail is expensive. Up to 97% of the catalogs sent do not convert. How do you determine which customers warrant the investment of mailing your catalog? Holdout tests. What is a holdout test? A holdout test measures the profitability of a catalog mailing relative to a customer segment. For a mailing, a small group of customers from your mail file is marked to withhold...
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