We were recently asked – “What are considered great results for direct marketing programs?”
This is not always such an easy question to answer. Benchmark information (data from other businesses) is understandably some of the most important information that many new companies need. Typically, you want to identify the best performing companies in your industry and find out what they charge and spend producing their offering. Ultimately you want to know what kind of response rate they get from their direct marketing campaigns. This way you can see what the industry standard is for whatever it is you are producing.
Also, there are a lot of different Key Performance Indicators (KPI’s). Here is a partial list of potential metrics you may want to measure:
The metric that most people are interested in is what is called conversion rate, or put more simply, sales.
Conversion rate percentage is calculated – ( # of conversions / # of contacts) x 100
There are commercial services that specialize in providing benchmark data. Here is a partial list-
However, these are all paid services. If you are a new startup with a limited budget you may need to do this research yourself.
The Direct Marketing Association has some free information available- which is where we pulled the information for the above info-graphic.
If you do decide to outsource your phone campaign, be sure to use a highly professional company with a proven track record. York has been in business for sixteen years and is still going strong. We are the experts at business to business phone programs. Give us call and find out how we can help your business.
