Are You Aware Of Any Research That Measures The Combined Effect Of Direct Mail And Email Marketing A Business?

Looking for metrics to quantify the lift a direct mail marketing campaign can achieve when augmented with an email marketing campaign.

Tags: Aware, Business, Combined, Direct, Effect, Email, Mail, Marketing., Measures, Research

This entry was posted on Friday, October 9th, 2009 at 07:12 and is filed under Email-Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

2 Responses to “Are You Aware Of Any Research That Measures The Combined Effect Of Direct Mail And Email Marketing A Business?”

Raydar Says:
October 9th, 2009 at 07:24
You have to set it up so a holdout cell of records gets only direct mail. The quantity depends on your overall universe. The other test cells obviously have both direct mail and email. You can then measure the impact in response rates by looking at a cost per lead or other cost-per metric. You need to do it with costs because obviously it’s more money to do both direct mail and email.
missiong Says:
October 9th, 2009 at 07:51
Check out emailstatcenter.com. I’m not sure if the site will have information on direct mail as well, however, it is a start.

Are You Aware Of Any Research That Measures The Combined Effect Of Direct Mail And Email Marketing A Business?

2 Responses to “Are You Aware Of Any Research That Measures The Combined Effect Of Direct Mail And Email Marketing A Business?”

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