The effect of specific direct marke

The effect of specific direct marketing campaigns can be measured quickly
and easily. The number of responses relative to the number of direct mails sent
(the redemption or response rate), or the number of orders relative to the total
response (conversion rate) can be calculated within days or weeks after the
campaign. The effectiveness of a telemarketing campaign or a direct response
advertisement can be judged in a similar way. The result of a mail order catalogue
campaign can be assessed by counting the number of orders, calculating their monetary
value, and analysing the customers that placed an order. Before executing a
direct marketing campaign, various pre-tests can be performed. In list testing the
mail is sent to a random subsample of the database that the marketer intends to
use. If this test mail produces satisfactory results, the whole list can be mailed with
less risk. The offer made is one of the most crucial success factors in a direct
marketing campaign. If it does not appeal to the target group, the campaign will
be largely ineffective. Therefore also the offer should be tested. Similar to advertising campaigns, also the creative execution and the copy, for instance of a mail or a direct response ad, can be tested. Contacting customers too often may irritate
them, and could lead to the loss of valuable opportunities. Therefore, the optimal
frequency of direct marketing campaigns for various target groups should also be
assessed (Clow and Baack, 2002; Duncan, 2002).

Hasil (Bahasa Indonesia) 1:

The effect of specific direct marketing campaigns can be measured quicklyand easily. The number of responses relative to the number of direct mails sent(the redemption or response rate), or the number of orders relative to the totalresponse (conversion rate) can be calculated within days or weeks after thecampaign. The effectiveness of a telemarketing campaign or a direct responseadvertisement can be judged in a similar way. The result of a mail order cataloguecampaign can be assessed by counting the number of orders, calculating their monetaryvalue, and analysing the customers that placed an order. Before executing adirect marketing campaign, various pre-tests can be performed. In list testing themail is sent to a random subsample of the database that the marketer intends touse. If this test mail produces satisfactory results, the whole list can be mailed withless risk. The offer made is one of the most crucial success factors in a directmarketing campaign. If it does not appeal to the target group, the campaign willbe largely ineffective. Therefore also the offer should be tested. Similar to advertising campaigns, also the creative execution and the copy, for instance of a mail or a direct response ad, can be tested. Contacting customers too often may irritatethem, and could lead to the loss of valuable opportunities. Therefore, the optimalfrequency of direct marketing campaigns for various target groups should also bedinilai (Clow dan Baack, 2002; Duncan, 2002).