This month e-Tips focuses on how to Make it Personal!

Measuring the effectiveness of any marketing campaign in today’s competitive environment is critical. The 3 tips below provide simple tools to help show your return on investment (ROI).

1. Response Rate - This is the simplest way to look at the success of your program. Remember that a low response rate doesn’t necessarily mean a program was unsuccessful. If you receive an increase on your last campaign from 1% to 2%, you have still achieved a lift of 100% - not bad.

2. Long Term Customer Value - The value of most sales goes beyond that initial purchase. If highly customized variable data printing moves a customer to purchase season tickets or buy an insurance plan, the ROI needs to include the value of every ticket or insurance plan that the customer purchases. For long term purchases, this is an important metric.

3. Cost Savings - What if variable data printing could help you reduce your costs? By cleaning up your data and targeting only those who fit your campaign goals, you can reduce the amount you print and use that money for a much more targeted, personalized campaign to a relevant list. The results will be a higher response rate. Not only do you save money, you increase ROI.

It’s All in the Data

The success of any data driven campaign lies in the quality of the data provided. A couple of thoughts on how to “mine your data” to obtain the results you want:

		Review your data – carefully assess the data you are capturing to determine if there is additional information that would be more relevant.
		Sort every possible way – sort your data to find relationships you might not have realized previously. Sorting is easy and can be eye opening.
		The following websites can provide you with interesting case studies, marketing data and helpful tools to move your business forward. www.marketingsherpa.com www.marketingprofs.com www.cmocouncil.org

p.s. Upcoming Seminars: Be on the lookout for an invitation to an upcoming seminar we will present on October 23. The entire day will be dedicated to the subject of marketing.

Topics will include: