List Analysis & Circulation Planning

A solid analysis of direct mail list performance and unbiased direct marketing list planning is essential to every direct mail marketer. Gary Hennerberg knows the tools to maximize profitable direct mail list results and will help you understand how deeply you can mail prospect lists and still retain acceptable performance.

Hennerberg will use several tools to help you reach your objectives including development of:

• Long-term value models
• Allowable marketing cost tables
• Circulation planning based on historical weighted average sales per thousand
• Maximum acquisition mail volume
• Required response levels to meet your objectives
• Required sales per thousand to meet your objectives

Using circulation analysis and planning skills acquired after over 25 years of professional direct marketing, Hennerberg will slice and dice your data and bring your numbers to life. He uses charts to illustrate data for clarity in presentation and decision making.

For example, the chart above illustrates the relationship between cumulative mail quantity, cumulative sales and the sales per thousand of individual lists (by list number), with the best lists starting on the left of this chart. This data enabled us to accurately predict direct mail list effectiveness.

This second chart, above, is more compelling because a regression line (orange) was added and reveals the point where direct mail volume no longer delivers significant sales.

With underperforming lists revealed, the direct mail circulation can be realigned to meet profit objectives.