ByYogesh Aggarwal

Global Business Director

Yellow Umbrella Group

The Direct Mail Era

Critical success factors

• Realistic Expectations• Relevant Communication • Correct Timing• Correct Mail size• Correct Test Size • Correct Evaluation of Results • Understanding of Profile

Direct Mail Response

A List owner’s Perspective

1. Responds to a factor of your knowledge on Chosen segment

2. HNI Syndrome3. Database options and cuts available 4. Living with list owners

Responds to a factor of your knowledge on Chosen segment

• Major Flaws – Individual / Corporate misunderstanding on what Works / Worked or Doesn’t..

• Zero Profile knowledge… a Failure in doing Homework before running campaign.

• Segment knowledge: Study Product / Market / Target Segment

• Target those who require / would respond and not to all…

HNI Syndrome

A little bit of TOO MUCH• A segment over-done.• Everyone wants a bit of HNI– 100% database queries are for HNI– 100% companies wants to target HNI

Is HNI so Important ??Small Test…… Define it…..

Basic Questions to answer yourselfbefore Targeting HNI

• Why HNI?• How Do you connect to HNI?• Is HNI your Target segment?• What is your expectation from HNI?

HNI… HNI… HNI…

HNI SyndromeContinued…

HNI SyndromeContinued…

Purchase Behavior• It’s not the money that responds but the

profile and lifestyle of a person which does.• Target the group by Profile, Educational

balance….. So how would you select the Data??

Largely a Psychographic study of the TA?Continued..

What is Database????

– a key component in Direct Marketing

You Buy Customers and not the Mailing Lists

Options & Cuts Available

Databases are available by deep segmentation on Psychographic & Demographic classification

Spending Patterns

Critical factors – Data selection

• What is your current donor profile? – By Location– By Age– By Occupation–By Availability of Data with List owners

Now Lets understand

Psychographic study of the Target Audience…

Psychographic Analysis

• It is a Technique of Geographic & Demographic study on psychological measurement, which includes the measurement of knowledge, value, abilities, attitudes, buying motives and personality traits.

• Gender, Age, income, occupation, Location & even Religion play vital role in any purchase behavior.

• Psychographic data can be purchased from direct marketers or market profiles for general marketers

Database options and surrogates

Segment Surrogate

By Occupation CEO/MD

General Manager +

Business Heads

By Ownership Car Owners

Mutual fund owners of High value

By Business Directors , Proprietors

By Credit Credit Limit 1.5 Lakh +

By Residence Residents to Premium localities

By Age High Networth + Age > 40

By Ability to spend High value shoppers High value donors

Living with list owners

List owner is like your doctor. • Share the objective• Share the communication• Share the expectations–What ROI ?Do not look for immediate R.O.I (return on

investment).Building a good relationship with the

customer is possible only by winning loyalty.

Living with list ownersContinued…

–What Media?To maximize your R.O.I, It is vitally important to test your

campaigns.

– What Budget? & What size of campaign?Start small campaigns and test various things to find what

works(Vivid Segments / Different Creative / Different Offerings)

Then, just scale it up, your profit will scale up along.

Living with list ownersContinued…

–Method to measure?A homework on what works and what doesn’t is very

eminent before running a large scale campaign / or to derive a conclusion

–What Time?Streamline your offers & campaigns with the current

situation / Market Trends

Communicate well- Your segment- Your interpretation of HNI

Last but not the Least…

It’s a War..Direct mail vis-à-vis Email/SMS/Tele calling