The Response – A Key Metric in Marketing
The response shows whether your ads and content have received the desired attention from the recipient and is one of the first indicators for measuring the success of your advertising efforts.
Ultimately, a response should always trigger a conversion, meaning a change in the customer’s status. A conversion can be, for example, a purchase, a lead, a newsletter subscription, or another action – depending on the campaign. Through real-time measurement, it is possible in the online sector to optimize the response or click-through rate during the campaign, thereby increasing your campaign’s conversion. The time of sending, the design, and a compelling offer can strongly influence the response. Your customers should be addressed as individually and precisely as possible within their area of interest, because, for example, who would want an offer for red wine if they only drink white wine.
In email marketing, opening an email or clicking a link is considered a response. The response rate, also known as the click-through rate (CTR), can be derived from the ratio of received reactions (inquiries, orders) to sent copies. Example: from 200,000 addresses of an email campaign, 1,000 recipients order the promoted product. The response rate here is 0.5%.
The response differs from the Conversion Rate: It does not give specific information about the actual success of an advertising measure. However, it allows us to infer its general resonance. Based on the response, you can decide whether it is worth using an address list, sender, or media carrier again, or whether other lists from similar segments would be a good option for further testing, whether sending a postal mailing, an email campaign, or distributing a package or media insert. For planning follow-up campaigns, the response is a crucial indicator.
Various Response Elements
To trigger a response in print, various response elements have proven effective. Customers respond in various ways – some always order online, others prefer to call directly, and still others only respond via mail. Therefore, it’s best to equip your print mailings or inserts with different response elements. These can include a phone number, email, reply card, coupon, or even a landing page. By offering your customers a broader range of response options, the response rate can be increased. For example, a mail-order company that consistently targets an older audience could offer the option to place orders by mail or by phone. This way, elderly people who can no longer walk long distances or drive can easily place an order over the phone.
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Your Contact for Response & Email Campaigns
If you want to know how to increase the response of your campaign, contact our online specialist Tanja Hensler (hensler@trebbau.com, Tel.: 0221/37646 – 330).