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2010 response rate report documents results of personalization

Friday, September 10, 2010

Press release from the issuing company

Rochester, NY - Caslon & Company, a PODi Affiliate, has released the latest update to their annual Response Rate Report: Benchmark information for relevant marketing programs. The unique report addresses the questions marketers are asking about the ROI of relevant marketing programs that include printed direct mail components. It includes analysis of data collected from the PODi database of over 430 case studies, along with comparison to the typical results of static mailing programs (provided by the DMA's 2010 Response Rate Report.)

"Relevant marketing means that your message is received by a customer who needs your product, and is delivered when they are primed and ready to receive it. It makes sense in theory, but marketers need to know that the cost of producing personalized direct marketing will be justified by an increase in response, more leads, greater customer retention, or better sales figures," says Caslon General Manager, David Erlandson. "This report proves that under optimal circumstances substantial lifts are being achieved. These figures can help marketers and their service providers set realistic expectations for their programs."

The PODi collection of digital printing case studies provides the raw data used in the report. Many of these campaigns use Personalized URLs as a response mechanism. One of the key features of Personalized URL software is accurate tracking of responses-far more accurate than most companies manage to achieve with traditional direct mail. This allows marketers to prove the bottom line value of their programs.

The report focuses on five key campaign objectives:
- Lead Generation
- Direct Order (including Fundraising)
- Traffic Generation
- Data Gathering
- Loyalty

It also reviews response rates in key vertical markets: education, financial/insurance, manufacturing, non-profit, printing/publishing services, and retail.

The 2010 Response Rate Report is available in the Caslon Store for $125 USD. (PODi members can access the report without charge.)




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