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The no-contact control groups matched the audience selection criteria of the mailed households, but did not get any of the communications. To know who responded, each customer was tracked through name and address capture at point of sale. These point-of-sale data were loaded into the Stride Rite customer database and subsequently matched to the outgoing mailing les. In this way, PreVision was able to identify which of the purchasers had received one communication, which had received two communications, and which had received nothing. The results, shown in Table 6-2, were very interesting. What do these results tell us First, both the catalog and the postcard as standalone pieces successfully increased both shopping rate and sales, resulting in a positive return on investment (ROI). It is important to note that the ROI for the March peak catalog was not as great as that for the April sandals postcard, as the cost to produce the catalog was signi cantly higher than the cost of the postcard. The March peak catalog capitalized on a historically strong season for selling shoes, as evidenced by a high natural shopping rate during that time period. The catalog, which featured a large selection of shoes and showcased new styles, effectively increased the average basket size of those who received the mailing compared to those who did not. In addition, the catalog successfully drove additional customers to shop at Stride Rite. The April sandals postcard drove additional traf c during a typically slower shoe-selling period but did not signi cantly increase average basket size. The dual-contact strategy was also successful. The second contact drove additional households to shop, especially if they had not shopped Table 6-2 Stride Rite Results
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March peak catalog vs. no contact Number of households in mail group Number of households in control group Lift in shopping rates Lift in sales Lift in average basket size Return on investment 354,000 25,000 9.12% 15.16% 6.12% 1.28:1 April sandals postcard vs. no contact 86,000 20,000 20.93% 20.82% NA 1.91:1 Dual contact vs. catalog only 220,000 17,000 4.53% 3.27% NA 1.22:1
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after receiving the rst communication. The lift in sales and traf c came primarily from households that had not previously shopped. Because the cost per piece for the postcard was low, there was a positive return on the investment. The second communication paid off because it was a cost-ef cient piece. Because of the success of this program, PreVision has recommended dual-contact communication strategies during other selling seasons as well, so that Stride Rite could maximize the effectiveness of its marketing dollars and communicate effectively with its customers.
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If you are like most marketers, you have yet to do an organized email promotion to your customer base. Here is how to go about it. To begin with, you probably have a database of names and addresses, but you probably have email names for only a few (or none) of your customers. Your rst job is to get the email names into your customer records. As you know from this book, this process takes a long time and involves revising all your forms and telemarketing scripts to be sure you start capturing these email names, with permission to use them. To jump-start the process, you can get opt-in email names appended. You can get help with this. CSC Advanced Database Solutions, for example, has access to a database of more than 50 million households that have provided their email names to various vendors and given written permission for their use for commercial promotions. You can ask CSC or some similar vendor to run your house le against this list and append your customers email names to your database records. This will cost you about $250 per thousand, or about $0.25 each. (This may sound expensive to you if you have not yet read 5, The Value of a Name. After reading that chapter and doing your homework, you will know whether spending $0.25 per name is worth it for you.) There are dozens of other methods of gaining customer email addresses. You should be sure that customer service and telesales always ask for the emails and for permission to use them. There should be a space
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