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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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