campaign analysis

When running an ad campaign it's easy to grab any readily available number, but have you thought about the effect this may have on conversion rates?  In this economy conversion rates are becoming increasingly important. Conversion rates measure each campaign's effectiveness and more importantly the effectiveness of each marketing dollar spent.

New products, new competition, new mailing lists, new government regulations — there are always reasons why you should be updating your direct marketing materials.

One of the best ways to test and compare the effectiveness of new materials is by using toll-free numbers. That way you can tell immediately which offers are getting responses. Plus, response rates can be tabulated automatically through your phone system.

Direct response consultants will tell you that you need to be constantly testing and refining. Here are a few of the ways you can test your materials:

• Test your new campaign to your current customer base. Mail to existing lists, or advertise in the existing channels. See how the new campaign compares to previous ones to the same lists.
• Test current directing marketing campaigns to a new customer base. Try a new mailing list, put your ads in a new periodical or on a new radio station. See how the new customer lists responds.
• Try out preliminary versions of a new campaign, testing to sub-sections of your existing customer list. This will help you determine which version of the new campaign to roll out to your full list.

When you sign up for toll-free numbers with Custom Toll Free, you get access to an online management tool that assists you with direct response tracking. There’s even a free campaign analysis tool included; input advertising costs and see your return-on-investment expressed in terms of cost per call.

Find out more.