At the heart of Direct Mail optimisation is analysis. There are three key types that will help optimise your Direct Mail:

Segmentations help to break down your customer base into more manageable chunks.  Segmentations can be built on any combination of variables but typically may involve measures of customer value, purchasing, loyalty, usage or even engagement with email.

Propensity models help to identify customers and prospects most likely to display a specific behaviour.  For example, they can be built to predict those customers most likely to respond or convert to a particular campaign, thereby allowing you to save on mailing customers less likely to respond or convert.  Alternatively, they can be built to predict customers most likely to lapse so you can focus your retention activities only on high risk customers.

Profiling helps to give a better understanding of the customers and prospects you have. For creative briefing this can also be very good to help build up ‘pen portraits’ of different customers segments.

Before we undertake any analysis we will spend time with you to make sure we fully understand your marketing issue so we can provide the best analysis option for you.