The document summarizes the results of a direct mail campaign for an art event sent to 4,000 recipients by ABC, Inc. It found an overall response rate of 2.4% (97 responses). The top responding demographics were individuals aged 48-49, with an income of $100k-$124,999, and who had previously purchased from mail orders. The top responding zip codes were also identified. The analysis recommends examining these top segments to refine the mailing list for future campaigns.

1. Response Analysis for ABC, Inc.
Direct Mail Description: Invitation to July Art Event
½ Fold Card, with Repositionable Note
Mail Date: June 18, 2008
List Qty: 4,000 Records
Responses: 97
Response Rate: 2.4%
Tests: 3 Demographic Variables:
Age, Income, Mail Order Responder
Analysis - Geography
Top 10 - Zip Code Performance
Zip
Code Mail Qty Response %
45208 245 6 2.4%
45215 1143 24 2.1%
45230 352 3 0.8%
45244 421 7 1.7%
45174 356 5 1.5%
45140 412 3 0.8%
45150 325 4 1.2%
45243 222 1 0.6%
45242 1219 13 1.1%
41017 305 2 0.5%
TOTAL 4000 97 2.4%
Geography Response Rate %
2.5%
2.0%
1.5%
1.0%
0.5%
0.0%
45208
45215
45230
45244
45174
45140
45150
45243
45242
41017
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2. Analysis - Demographics
Variable #1 – Age
Top performing age groups in descending order:
48-49, 46-47, 42-43, 50-51, 52-53
Age - Response %
6.0%
5.0%
4.0%
3.0%
2.0%
1.0%
0.0%
1
3
5
7
9
1
3
5
7
9
1
3
5
5
-4
-4
-4
-4
-4
-5
-5
-5
-5
-5
-6
-6
-6
>4
40
42
44
46
48
50
52
54
56
58
60
62
64
Variable #2 – Income
The top performing segment is $100k - $124,999. $150k+ and $125K are also above the
1% threshold, and should be included in the next list order.
Response Rate % - Income
> $50k
$75k - $99,999
$150k+
$125k - $149,999
$100k - $124,999
0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00%
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3. Test #3 – Mail Order Responder
“Mail Order Buyer” has outperformed non buyers in the last 4 mailings.
Mail Order Buyer Mail Qty Response %
Yes 4235 168 4.0%
No / Unknown 887 22 2.5%
Summary
The top responding segments should be closely examined to determine if adjustments to
the mailing list should be made at the time of the next order.
TOP RESPONDERS
Age: 48-49
Income: $100k - $124,999
Mail Order Buyer Flag: Yes
Response Rate %
3.2%
3.0%
2.8%
2.6%
2.4%
2.2%
2.0%
1
Jun-08 May-08 Feb-08
A constant review of list demographics, as well as mail piece evaluation should be done
to fully understand why response rates fluctuate from mailing to mailing.
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