sequeldm.com

Testing is how we at SeQuel Response helped a leading consumer brand build a successful direct mail program from zero to become its #1 most profitable acquisition channel, boosting response by 270% and reducing cost per acquisition by 50%. So whether you’re a DM pro trying to unseat an existing control, or your company is new to mail and looking to structure a launch test, the insights in this report will put you on the fast track to maximizing ROI in the direct mail channel. If your regular promotion produces a response rate of 2 percent, and your test produces only 1 percent, you will be accused of wasting the company’s money by doing the test. But sadly, many direct marketers judge the performance of a test based on the aggregate response rate or cost per acquisition of the entire testing effort.

Ads aren’t necessarily served on a relevant website, but are served to a relevant audience on numerous websites that those users navigate to. For now, you need to learn the high-level ins and outs of programmatic advertising – digital ad inventory is bought and sold on a CPM basis through an instantaneous auction similar to the stock market. It actually wasn’t until a visit to the Quantcast RTA Academy Roadshow in Minneapolis mid-2016 that I realized if you don’t learn programmatic advertising, then your value in the digital marketing world would become somewhat obsolete. Similar to Tom Cruise in Minority Report, there is a cool and creep factor in this brave new world of audience targeting with online advertising, but it’s definitely something we need to understand and even execute on in our own digital campaigns.

After working for a Fortune 500 company for the past 10-plus years, I’m very excited to be part of a smaller, nimbler organization that can quickly identify opportunities and pursue them,” Kraus said. In June, Zhang earned her master’s degree in business analytics from the prestigious Carlson School of Management at the University of Minnesota. She also holds a master’s degree in economics from Tilburg University in the Netherlands, as well as a bachelor’s degree in economics from Fudan University in Shanghai, China. , she brings immediate credibility to the analytics that we perform for our clients and will help build and expand our valuable analytic services,” said SeQuel’s VP of Data and Analytics, Scott Anderson.

Hitting the right people is absolutely critical in all advertising because nothing is more important than relevance, and in no channel do marketers have more control of this aspect of a campaign than direct mail. While the campaign was producing leads within the budgeted cost per lead (CPL), the CPL had been climbing steadily and the qualified lead rate had dipped below 50 percent in recent months. The unique aspect of this campaign was that admission to the bachelor’s completion program, and importantly, the awarding of 60 credits toward the bachelor’s degree, required an active registry with one of four medical imaging organizations, such as the American Registry for Diagnostic Medical Sonography (ARDMS). With this relatively simple change in targeting, CPLs dropped 85 percent in one month—from $94 to $14—and the qualified lead rate increased from 45 percent to 97 percent, all without sacrificing the lead volume goal.