How Response Analysis Works
- Mail piece was created with a barcode that is linked to the list database
- Response are returned to a controlled PO Box and scanned
- Individual responses are linked to their specific demographic data
- The demographic profile of respondents provide direction for future mailings
What we learned on this program
- Income is a factor in response
- All list sources are not equal
- Specific envelope teaser copy creates more response
- Timing and frequency within a month can produce more response
A medical health insurance company came to RGI for help in increasing the response rate of their leads mailing program. Their existing mailing program was generating about a ½ % response.
We needed more information about their targets before we could successfully attract more of them to respond. So, we utilized a series of strategic controls and variables in search of what worked, what didnʼt, and why.
We sent mailings at different times of the month, used different teaser copy, different list sources, and notated the response rates from different age and income groups. Each month we evaluated our findings and modified the program.
The results were a gradual monthly increase in the response – and after six months, we hit a response rate above 2%, or 200% above our starting benchmark.
This program has been ongoing for 24 months. Changing market conditions has required a constant watch over this program. Modifications are continually being made to the program to insure its continuing success. And as a result, both RGI and our client have a better understanding of the factors that influence their market.
