Objective Judgment   Leave a comment

What marketers do is often judged on a client’s perception of “whether it worked”.  But how do you know if it worked?  Without a reply vehicle it is nearly impossible to tell. Including a reply card, an online portal, or custom coupon code for point of sale gives you a tangible account of the campaign’s performance.

Quantitative response information gives marketers the opportunity to analyze the respondents by geographic, demographic and psychographic factors. Without this information, targeting future campaign is done blindly. With response information, revisions to the targeting strategy can be made to improve the response of the next campaign.

I was thinking about this issue and naturally came to the analogy of education. Without testing, how can we tell “whether it worked”? It would be unwise to base a student’s progress in a subject area only on gut feel. We have to be able to assess the student’s learning so we can adjust what is being taught and place that student appropriately in the future.

Please don’t judge a campaign based only on subjective information. Make the commitment to bettering your marketing plan by always including a response vehicle…and then committing to using that information for your future campaigns.


Posted April 9, 2012 by Dee Dern in Database Analysis, Direct Mail

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