How to evaluate the direct marketing channels used

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Direct marketing channels are assessed based on a number of metrics.

The number of new customers who came as a result of a certain advertising campaign. The necessary information is taken from a survey of customers entered into the database after the end of the advertising campaign, and those persons with whom one direct marketing channel was used to establish contact or who were oriented towards greece mobile phone numbers database performing some action are also counted.

Sales volume, the change of which is analyzed after marketing activities. For a multifaceted assessment of results, one can take different periods of using product promotion channels, the frequency and duration of the advertising campaign.

Personalization assessment. The effectiveness of direct marketing is made up of 40%, which is attributed to the qualitative and competitive characteristics of the product and the brand image, 40%, which depends on the degree and measures of influence on the target consumer sector, and 20%, which is determined by the quality of the message sent to the potential buyer. Marketers have determined that proper personalization can increase the effectiveness of the message, if it focuses on the importance of the addressee.

The cost of a successful contact is one of the most important indicators of the effectiveness of a marketing event. Two values ​​are used to calculate the budget: the maximum cost of a contact with someone who ordered a product/service and the percentage of successful contacts that ended in a transaction or purchase (advertising campaign conversion).

The effectiveness of direct marketing can also be judged by specific technologies, which represent the comparison of real performance indicators with those obtained by mathematical calculations. For example, the calculated standard values ​​of probable costs and results can be used to optimize the planned and conducted direct campaign.

Advertising and direct marketing are always subject to evaluation based on such indicators as the composition of respondents involved , the number of responses, and the results obtained.