1. Define Objectives

One reason traditional direct marketing falls below expectations is that the project’s objectives are defined as being short-term.  More successful programs consider how to develop a customer relationship in stages to maximize long-term profit as well as retention. 

Matrix Mail inherently addresses long-term relationship building, as measured by annual profit, increased balances, customers retained and growth in services per household.  The steps to achieve this long-term growth, however, involves setting interim objectives that can emphasize specific products or services.

2.      Analysis

If the project objectives are short-term, then the analysis need only consider who is most likely to respond to a particular offer.   It is virtually impossible to determine, however, who among your best prospects needs your particular offer at the exact moment your direct marketing contact occurs.

To identify the best opportunities, your Matrix Mail program begins by identifying which prioritized customer profiles best meet your marketing objectives.  The Matrix Analysis includes product purchase sequence analysis which can provide a strong indication of how to turn a weak customer relationship into profits.

3. Target

Your customer list is possibly the most important aspect of your direct marketing campaign, yet the most common mistake is not using your list with sufficient frequency.

Based upon the Matrix Analysis, we offer our recommendations for which customer households to target to maximize your sales opportunities using monthly mailings.  Our targeting also includes the sequence in which products should be presented in order to best meet your objectives.

4. Creative Design

One of the most significant challenges with direct marketing is how to get your envelope opened and your copy read.  As an alternative to the significant expense required for designing and printing most marketing pieces, some larger institutions are now choosing frequency over flash.

Creative Design may be over-emphasized when marketing to existing customers because you have an established relationship.  As with any relationship, simple, personalized communications are all that is needed.  You can avoid the expense of agency developed mailers if your copy is clear, concise, and asks for the sale.

5.  Implementation

When implementing direct marketing programs internally, other efforts may need to stop in order to complete the project.  As new priorities develop, time and resources needed to implement direct marketing projects can become limited.

Matrix Mail is a turn key service.  You provide us with monthly data files, and we not only print and mail the letters for you, but we produce call lists and monthly measurement reports.  With Matrix Mail, you can devote your time and attention to other aspects of your business confident that Matrix Mail is working for you.

6. Results Analysis

The ideal situation is for a third party to provide objective measurement with on-going
feedback allowing you to fine tune your project.

Matrix Mail is unparalleled with regards to program measurement.  Your monthly Matrix Mail Results Report will not only show five different levels of response rates, but also annualized income and control group measures.  You will know exactly how each aspect of your program is performing and you can compare the program to all other marketing efforts.

7. Fine Tuning

With many involved campaigns, it is often difficult to find the time to make various adjustments, unless you have dedicated, experienced staff members you can rely upon.

With the detailed Results Analysis you, together with your Matrix Mail representative, can determine which adjustments need to made to gain further responses or to emphasize
new objectives.

8. Guaranteed Results

There is no guarantee with
traditional direct marketing.

With Matrix Mail, if you don’t earn more
than your annualized program costs in six months, we’ll refund the difference less our direct costs.  Guaranteed.