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The Tasks of Database-Marketing:


Implementation of a direct-mailing activity

A direct-mailing activity can become a rather complex task, so considering it as a full project can never be wrong. We will not refer to the steps necessary for the production of a direct mailing since this information has been widely published in a variety of books. What you do find in here are the required steps from a Database-Marketing perspective to prepare and implement the mailing.

Steps of a mailing from the Database-Marketing perspective:

Pre-phase:

  • Analyse customer-file thoroughly
  • Split customer-file into seperated segments
  • Determine the strategic approach for each customer segment
  • Evaluate required response rate / break-even of promotion
  • Pre-test different designs / strategic approaches with small samples
  • Evaluate the most successful design / strategic approach

Going live ...

  • Select the target group from the total customer-file
  • Establish control groups
  • Send out phase 1 of the mailing
  • Enter response data into database
  • Execute the response

Milestone check:

  • Compare the performance to estimated performance
  • Interrupt if completely underperforming

Multi-phase activities:

  • Enter phase 2 of activity (if applicable)
  • Control the performance
  • Enter response data into database
  • Execute the response
  • Enter phase 3
  • ... (loop back to "Milestone check" until activity finished or interrupted).

Final phase:

  • Thoroughly analyse total result of promotion
  • Draw conclusions for future activities
  • Adopt segmentation model
  • Fine-tune strategic approach
  • Write analysis-results back to database

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