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Accountability
Before we start a campaign we make a Response Model, containing forecasted response rates, cost per response and cost per sale. We base these forecasts on client and agency experience and/or sector averages. After the campaign is finished the actual results are compared to the forecast and we make the necessary adjustments for future campaigns.
ROI Example:
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Activity
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% Response
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No of responses
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Conversion to sales
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Total sales
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Cost per sale
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Av. Margin
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Av. Revenue per cust
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DM campaign
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D2D
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Inserts
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etc
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Total (example)
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2.40%
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12,000
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30%
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3,600
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£35.00
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20%
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£30
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