|
Direct Marketing Assessment
|
|
|
|
|
|
|
|
|
|
Select your level
of agreement with the statements below made regarding catalog marketing
processes and practices in your organization.
If the statement does not apply to your industry or business model,
select "0" which is the default value from the drop down list, so
that it is not counted in your overall score.
To close a section, check the box at the right of the Score for that
section.
|
|
|
|
|
|
|
|
Scoring System
|
|
|
|
|
0 - NA (Non applicable)
|
|
|
|
|
1 - Strongly Disagree
|
|
|
|
|
2 - Disagree
|
|
|
|
|
3 - Neutral
|
|
|
|
|
4 - Agree
|
|
|
|
|
5 - Strongly Agree
|
|
|
|
|
|
|
|
|
|
1. Research
|
Score ->
|
|
|
1)
|
We have identified our target markets (audience, industry
segments)
|
|
|
|
2)
|
We know the size of our target markets (# of individuals /
organizations)
|
|
|
|
3)
|
We have determined the market opportunity (potential revenue)
for each target market.
|
|
|
|
4)
|
We know the demographics, psychographics, firmographics, and
life styles characteristics of our target markets.
|
|
|
|
5)
|
We have developed personas for our target markets / audiences.
|
|
|
|
6)
|
We have identified our primary and secondary competitors.
|
|
|
|
7)
|
We have conducted a competitive analysis of our competitors.
|
|
|
|
8)
|
We have conducted a SWOT analysis for each of our
competitors.
|
|
|
|
9)
|
We track our competitor's direct marketing programs /
activities.
|
|
|
|
|
2. Strategy &
Planning
|
Score ->
|
|
|
10)
|
We have direct marketing plan in place.
|
|
|
|
11)
|
Our direct marketing plan is part of our overall marketing
communications (marcom) plan.
|
|
|
|
12)
|
Our marcom plan is part of our marketing plan.
|
|
|
|
13)
|
Our direct marketing activities are coordinated with other
promotional activities, creative, etc.
|
|
|
|
14)
|
Our direct marketing objectives are very specific.
|
|
|
|
15)
|
Our direct marketing goals are quantifiable and measurable.
|
|
|
|
16)
|
Our direct marketing plan includes both online and offline
(traditional media) programs / activities.
|
|
|
|
17)
|
Our direct marketing plan incorporates media, circulation,
data, distribution, fulfillment strategies and plans
|
|
|
|
18)
|
Our direct marketing plan includes a front-end (new customer
acquisition) plan and programs.
|
|
|
|
19)
|
Our direct marketing plan includes a back end (current
customer) plan and programs.
|
|
|
|
20)
|
Our direct marketing plan includes a reactivation (inactive
customer) plan and programs.
|
|
|
|
21)
|
Our direct marketing plan includes prospect/customer journey
map.
|
|
|
|
22)
|
We have a three to five year business and name (customer) flow
plan.
|
|
|
|
23)
|
We are satisfied with the results of our direct marketing
program(s).
|
|
|
|
|
3. Offer Development
|
Score ->
|
|
|
24)
|
We have a thorough understanding of direct marketing offer
development.
|
|
|
|
25)
|
We do an excellent job of developing offers for our various
programs and activities.
|
|
|
|
26)
|
We do an excellent job of matching direct marketing offers
with our various markets.
|
|
|
|
27)
|
We are very happy with the offers we develop for direct
response marketing programs.
|
|
|
|
|
4. Messaging / Creative
Strategy
|
Score ->
|
|
|
28)
|
We have developed the ideal format for all of our
advertisements: direct mail, email, print, broadcast, digital, etc..
|
|
|
|
29)
|
Our advertisements are in character with our products and/or
services and the markets we reach.
|
|
|
|
30)
|
Our direct marketing creative is synergistic with our overall
creative.
|
|
|
|
31)
|
We are satisfied with our outside agency's direct marketing
staff.
|
|
|
|
32)
|
We are satisfied with our outside agency's direct marketing
work.
|
|
|
|
33)
|
We develop different messages to different segments of
customers and prospects.
|
|
|
|
34)
|
We mail new prospects different versions of mailings and
offers of those that we send to our existing customer base.
|
|
|
|
35)
|
We use personalization for all of our mailings (postal or
digital).
|
|
|
|
36)
|
We personalize all mailings (postal or digital) with customer
specific personalized messages.
|
|
|
|
37)
|
We use suggestive selling to upsell a customer based on
product selection.
|
|
|
|
38)
|
We solicit customer testimonials.
|
|
|
|
39)
|
We use 3rd party influencers to promote our
products/services/business.
|
|
|
|
40)
|
We use testimonials and / or customer reviews to boost
credibility and make catalogs and/or email offers more human and
approachable.
|
|
|
|
41)
|
We treat copy as the most important aspect of our mailings
and website design.
|
|
|
|
42)
|
Our copy differentiates our offers form those of our
competitors.
|
|
|
|
43)
|
Our direct response advertisements (traditional media or
digital) communicate our unique selling concept at every customer touch
point.
|
|
|
|
44)
|
The look and feel of our advertisements (traditional media or
digital) are consistent with the look and feel of our website.
|
|
|
|
45)
|
The photography in our advertisements (traditional media or
digital) does an excellent job of showcasing the products.
|
|
|
|
46)
|
The copy in our advertisements (traditional media or digital)
is very strong. It has strong headlines, subheads and powerful descriptive
copy.
|
|
|
|
47)
|
The copy in our advertisements (traditional media or digital)
is emotional and creates an emotional desire that drives customers to
purchase.
|
|
|
|
48)
|
We are satisfied with the design and content on our web
properties.
|
|
|
|
49)
|
We have prepared our websites and apps to accommodate devices
based on Apple, Android, Windows and other common commercial platforms.
|
|
|
|
50)
|
All of our web properties are enhanced for search engines.
|
|
|
|
51)
|
All our web properties are optimized for mobile.
|
|
|
|
|
5. Media / Circulation
Strategy & Plan
|
Score ->
|
|
|
52)
|
We have a media / circulation strategy and plan.
|
|
|
|
53)
|
We develop media and circulation plans for each campaign.
|
|
|
|
54)
|
Our media / circulation plans are part of our overall direct
marketing plan.
|
|
|
|
55)
|
We use media with good direct response track records.
|
|
|
|
56)
|
We have determined how often we can successfully use each
media type to reach customers.
|
|
|
|
57)
|
We have determined how often we can successfully use each
media type to reach prospects.
|
|
|
|
58)
|
We have determined how frequently we can profitably contact
our customers.
|
|
|
|
59)
|
We use direct mail effectively to generate leads.
|
|
|
|
60)
|
We use direct mail effectively to generate direct orders
(sales).
|
|
|
|
61)
|
We use co-op mailings (e.g., statement stuffers, package
insert programs, card decks, etc) effectively to generate leads.
|
|
|
|
62)
|
We use co-op mailings (e.g., statement stuffers, package
insert programs, card decks, etc) effectively to generate direct orders
(sales).
|
|
|
|
63)
|
We use email effectively to generate leads.
|
|
|
|
64)
|
We use email effectively to generate direct orders (sales).
|
|
|
|
65)
|
We use direct response TV effectively to generate leads.
|
|
|
|
66)
|
We use direct response TV effectively to generate direct
orders (sales).
|
|
|
|
67)
|
We use direct response radio effectively to generate leads.
|
|
|
|
68)
|
We use direct response radio effectively to generate direct
orders (sales).
|
|
|
|
69)
|
We use direct response print advertising effectively to
generate leads.
|
|
|
|
70)
|
We use direct response print advertising effectively to
generate direct orders (sales).
|
|
|
|
71)
|
We use outdoor/transit advertising effectively to generate
leads.
|
|
|
|
72)
|
We use outdoor/transit advertising effectively to generate
direct orders (sales).
|
|
|
|
73)
|
We use outbound telemarketing effectively to generate leads.
|
|
|
|
74)
|
We use outbound telemarketing effectively to generate direct
orders (sales).
|
|
|
|
75)
|
We use inbound telemarketing effectively to generate leads.
|
|
|
|
76)
|
We use inbound telemarketing effectively to generate direct
orders (sales).
|
|
|
|
77)
|
We use internet banner ads effectively to generate leads.
|
|
|
|
78)
|
We use internet banner ads effectively to generate direct
sales.
|
|
|
|
79)
|
We use SMS and text messaging effectively to generate leads.
|
|
|
|
80)
|
We use SMS and text messaging effectively to generate direct
orders (sales).
|
|
|
|
81)
|
We use social media effectively to generate leads.
|
|
|
|
82)
|
We use social media effectively to generate direct orders
(sales).
|
|
|
|
83)
|
We use social video effectively to generate leads.
|
|
|
|
84)
|
We use social video effectively to generate direct orders
(sales).
|
|
|
|
85)
|
We rent compiled email list for new customer prospecting.
|
|
|
|
86)
|
We rent compiled postal mailing list for new customer
prospecting.
|
|
|
|
87)
|
We rent postal mailing lists from our competitors.
|
|
|
|
88)
|
We rent email lists from our competitors.
|
|
|
|
89)
|
We rent our email (customer) list to competitive marketers.
|
|
|
|
90)
|
We rent our postal mailing (customer) list to competitive
marketers.
|
|
|
|
91)
|
We rent our email mailing (customer) list to noncompetitive
marketers.
|
|
|
|
92)
|
We rent our postal mailing (customer) list to noncompetitive
marketers.
|
|
|
|
93)
|
We are satisfied with the results we are getting from rented
/ purchased mailing lists.
|
|
|
|
94)
|
We offer noncompetitive mailers (postal or digital) a discount
on list rental.
|
|
|
|
95)
|
We exchange our mailing list to reduce our cost of acquiring
a customer.
|
|
|
|
96)
|
We have a reactivation plan and program for dormant (inactive)
customers.
|
|
|
|
97)
|
Before we mail dormant (inactive) customers, we validate that
their demographic information is up-to-date (e.g., current address, current
life / marital status, etc.)
|
|
|
|
98)
|
Our cost per inquiry (unqualified lead) is decreasing.
|
|
|
|
99)
|
Our cost per inquiry (unqualified lead) is below industry
average.
|
|
|
|
100)
|
Our cost per marketing qualified lead is decreasing.
|
|
|
|
101)
|
Our cost per marketing qualified lead is below industry
averages.
|
|
|
|
102)
|
Our cost per sales qualified lead is decreasing.
|
|
|
|
103)
|
Our cost per sales qualified lead is below industry averages.
|
|
|
|
104)
|
Our cost per acquisition (customer makes first purchase) is
decreasing.
|
|
|
|
105)
|
Our cost per acquisition (customer makes first purchase) is
below industry averages.
|
|
|
|
106)
|
The net revenue generated per postal mailing to new customer
prospects is increasing.
|
|
|
|
107)
|
The net revenue per email mailing to new customer prospects
is increasing.
|
|
|
|
108)
|
The net revenue per postal mailing to customers is increasing.
|
|
|
|
109)
|
The net revenue per email mailing to customers is increasing.
|
|
|
|
110)
|
The net revenue per postal mailing to our customer file is
increasing.
|
|
|
|
111)
|
The net revenue per email mailing to our customer file is
increasing.
|
|
|
|
112)
|
The average revenue of a customer transaction is increasing.
|
|
|
|
113)
|
The average revenue of a 1st time buyer transaction is
increasing.
|
|
|
|
114)
|
The average transaction value for a 1st time buyer acquired
through direct mail is increasing.
|
|
|
|
115)
|
The average transaction value for a 1st time buyer acquired
through email is increasing.
|
|
|
|
116)
|
The average transaction value for a 1st time buyer acquired
through print media is increasing.
|
|
|
|
117)
|
The average transaction value for a 1st time buyer acquired
through direct response TV is increasing.
|
|
|
|
118)
|
The average transaction value for a 1st time buyer acquired
through direct response radio is increasing.
|
|
|
|
119)
|
The average transaction value for a 1st time buyer acquired
through outdoor/transit advertising is increasing.
|
|
|
|
120)
|
The average transaction value for a 1st time buyer acquired
through co-op mailings is increasing.
|
|
|
|
121)
|
The average transaction value for a 1st time buyer acquired
through Internet banner ads is increasing.
|
|
|
|
122)
|
The average transaction value for a 1st time buyer acquired
through social media ads is increasing.
|
|
|
|
123)
|
The average transaction value for a 1st time buyer acquired
through SMS and test messaging is increasing.
|
|
|
|
124)
|
The average transaction value for a 1st time buyer acquired
through social media video is increasing.
|
|
|
|
125)
|
The promotional cost per customer transaction is decreasing.
|
|
|
|
126)
|
Our promotional costs per postal mailing are decreasing.
|
|
|
|
127)
|
Our promotional costs per email mailing are decreasing.
|
|
|
|
|
6. Data & List
Management
|
Score ->
|
|
|
128)
|
We have a centralized marketing database that provides one
source of information for marketing, sales and service.
|
|
|
|
129)
|
We are satisfied with the quality of our marketing data.
|
|
|
|
130)
|
We are satisfied with our ability to capture and maintain data
on customers and prospects in our database.
|
|
|
|
131)
|
We leverage data for use in retention and acquisition
programs.
|
|
|
|
132)
|
We purge and update our customer/prospect marketing data at
least every quarter.
|
|
|
|
133)
|
We purge and update our customer/prospect marketing data in
real time.
|
|
|
|
134)
|
All of our customers are maintained in our marketing database.
|
|
|
|
135)
|
All of our prospects are maintained in our marketing
database.
|
|
|
|
136)
|
We segment our customers and prospects in our marketing
database.
|
|
|
|
137)
|
We assign source codes to every marketing program/activity.
|
|
|
|
138)
|
We track source codes for all customer and prospect
activity.
|
|
|
|
139)
|
We track customers/prospects by their original source code.
|
|
|
|
140)
|
We track all contact activity with the customers / prospects
in our database.
|
|
|
|
141)
|
We track complete transaction history by customer by source.
|
|
|
|
142)
|
We track promotional activities sent to customers / prospects
and comment data in our database.
|
|
|
|
143)
|
We track all digital promotional activity using dedicated
URLs for each promotion and offer within each promotion.
|
|
|
|
144)
|
We maintain mode of payment as part of our customer file
information.
|
|
|
|
145)
|
We maintain geographics on our customers and correlate that
with recency, frequency and monetary value.
|
|
|
|
146)
|
We maintain product and product category purchase information
on our customer file.
|
|
|
|
147)
|
We maintain length of time information on our customer file.
|
|
|
|
148)
|
We maintain transaction data on customer file, including:
payment information, change of address, correspondence, renewal, etc..
|
|
|
|
149)
|
We're able to interact with our customers and prospects on an
individual basis.
|
|
|
|
150)
|
We use our database to generate personalized marketing
communications to promote our products (services).
|
|
|
|
151)
|
We can produce triggered messages to customers and prospects
through the year based on data we maintain on these names.
|
|
|
|
152)
|
Our customer list is cleaned on a regular basis.
|
|
|
|
153)
|
Our prospect list is cleaned on a regular basis.
|
|
|
|
154)
|
We regularly scrub the database for erroneous or outdated
information.
|
|
|
|
155)
|
Our list is NCOA'd or CASS certified at least once a year.
|
|
|
|
156)
|
Our list is de-duped and address standardized at least once a
year.
|
|
|
|
157)
|
We use our mailing list profiles to develop personas
(profiles) which we use to acquire new customers.
|
|
|
|
158)
|
We append demographic (firmographic) and other demo,
socio-economic overlay data in our database.
|
|
|
|
159)
|
We include customer purchase history (sales, returns, etc.)
in our database.
|
|
|
|
160)
|
Our partners and/or vendors supply us with data that we append
to our customer and prospect database.
|
|
|
|
161)
|
We rent or purchase names from outside list sources for new
customer prospecting.
|
|
|
|
162)
|
When renting/purchasing outside list sources, we use merge /
purge effectively to optimize the combined list before launching a
campaign.
|
|
|
|
163)
|
We make very effective use of database marketing processes
and practices.
|
|
|
|
164)
|
We code our customer list by recency, frequency, and monetary
value of purchases.
|
|
|
|
165)
|
We conduct segmentation or cluster analysis of our database.
|
|
|
|
166)
|
We use RFM (recency, frequency, and monetary value) analysis
for segmentation of our customer database.
|
|
|
|
167)
|
We use FRAT (frequency, recency, amount, and type
segmentation analysis of our customer database.
|
|
|
|
168)
|
We use demographic segmentation and modeling of our database
for our mailing strategies.
|
|
|
|
169)
|
We use psychographic / life style segmentation and modeling
of our database for our mailing strategies.
|
|
|
|
170)
|
We use geographic segmentation and modeling of our database
for our mailing strategies.
|
|
|
|
171)
|
We use statistical techniques to develop models of customer
behavior.
|
|
|
|
172)
|
We use retention, renewal and acquisition models.
|
|
|
|
173)
|
We maintain data tables that identify the different types of
campaigns and frequency of the campaigns.
|
|
|
|
174)
|
Based on data, we are able to test offers, creative, etc. to
our customers and prospects.
|
|
|
|
175)
|
We collect online data from all web activity.
|
|
|
|
176)
|
We maintain data schemas, data dictionaries for the different
data sources.
|
|
|
|
177)
|
Data is frequency updated.
|
|
|
|
178)
|
We have experienced and knowledgeable in-house database
marketing analysts.
|
|
|
|
179)
|
We do an excellent job of tracking and measuring the results
of all of our marketing programs and activities.
|
|
|
|
180)
|
Standard campaign reports are produced for acquisition,
renewal and retention campaigns on a regular basis.
|
|
|
|
181)
|
We have a group of standard metrics that are being reported
on regularly.
|
|
|
|
182)
|
Standardized metrics and measurements are reported to
management in a dashboard format.
|
|
|
|
183)
|
We examine the return on investment for campaigns.
|
|
|
|
184)
|
We have models which are routinely used to score prospect
lists.
|
|
|
|
185)
|
Customer profiles have been done to understand the different
customer segments.
|
|
|
|
186)
|
We share the results of analyses from renewal, reactivation
and acquisition between departments.
|
|
|
|
187)
|
We are able to make customer / prospect data available in a timely manner
across all of our channels to customer-serving employees.
|
|
|
|
188)
|
We collect multi-channel information to build customer
profiles.
|
|
|
|
|
7. CRM
|
Score ->
|
|
|
189)
|
We have a customer relationship management system that works.
|
|
|
|
190)
|
We are satisfied with our programs and processes for
converting one-time buyers into multi-buyers.
|
|