In this Issue:

Who are your New Customers? | Who are the Best Customer Prospects in your Market?
Who Responds to your Offers (and who doesn't)?

Who Responds to your Offers (and who doesn't)?

Lesley Alpert Schuldenfrei, Senior Director of Marketing for Big Apple Circus, relies on our detailed response reports to measure and predict outcomes for the group's direct marketing campaigns in each of the eight locations where it performs. "We analyze response data carefully," she says. "We need to know how each house, trade and rental list works in terms of orders, tickets sold, revenue and cost of sale so we can continuously improve return on our marketing investment."

Like many of our clients, Big Apple Circus takes advantage both of lead list and multi-buyer reports. The first tracks response rates by list segment while the second shows which names are unique to the Circus and which appear on multiple lists (2 to 9 or more). In many cases, high-end multis out pull low-end multis by as much as 6 to 1. Combining these two data sets, clients can select the most responsive leads for their next campaigns.

The Circus also benefits from the advanced technologies of PRIZM to provide psychographic profiles of its current customer segments and to target segments with similar characteristics. And drawing upon its extensive data, Enertex models normalized response rates by list type – house, trade, PRIZM and other rentals – giving an organization clear benchmarks for each list used.

In a 2009 campaign, Big Apple Circus used 25 mailing lists in addition to its own. Enertex's back-end analysis revealed that 10 of these lists performed above and 15 performed below the benchmark response rate for the campaign. Thus the Circus gained vital information for forward-looking marketing efforts involving list selection or list exclusion.

Schuldenfrei adds, “Enertex response reports help us to make sure that we’re talking with the right people and making each of them the right offer.”