Prospect Identification

Much of the effectiveness of any mail plan comes from what happens before a single list is ever ordered or a creative package chosen. Identifying how large your acquisition mail campaign should be and where exactly you should be fishing for new donors are critical steps to ensuring success in the mail.

DMW Direct uses proprietary research tools to analyze things other than which lists you should mail. Our Market Map and Membership Penetration Analysis tool will analyze (both quantitatively and visually) the distribution of your members across a specific geography. Its purpose is to clearly define the precise mailing geography that will net you the highest return per dollar invested.

Our recommendations revolve around one or more of the following three outcomes:

We locate areas that are not productive, and are driving down overall response rates while increasing mailing costs.
We locate areas that may not be currently mailed but where penetration rates suggest that direct mail promotion could yield an acceptable response.
We validate and confirm that the current mailing area is ideal and that no changes are needed.

DMW Direct’s Quantity Planning Worksheet answers the critical question of How many pieces should I mail in acquisition? It quantifies the probable results at various quantity scenarios, using revenue, cost and response rate to illustrate the point of highest return. This allows you to make a decision based on budget, cost per new member goals, membership file growth initiatives, or revenue objectives.

And the analysis doesn’t stop there….

Campaign Analysis and Prospecting Services

DMW Direct provides more insight. Effective identification and selection of prospect lists—and the messaging they’re most likely to respond to— are crucial aspects of any acquisition mail campaign. One of DMW Direct’s most powerful resources is PACE—our vast list and creative performance database housing the acquisition mailing results of over 145 million names mailed across over 4,000 lists and more than 300 package and offer combinations. This data provides the foundation for each and every acquisition plan we construct.
Proprietary Metrics. Not satisfied with ordinary metrics providing a one-dimensional look at a lists’ potential, DMW Direct built its own. We delve deeper into each campaign to look at things from a different perspective. Ask us about our custom indices and Performance Trend Evaluator.

So what do you have to pay for expert list analysis, plans, insight and prospect acquisition? Nothing. Since DMW Direct is a licensed list broker, you pay only the published rental rate of each list. And nothing else.

Much of the value that DMW Direct brings to your membership program is the handling of all of your list needs. That doesn’t just mean list rental. DMW Direct will also handle your exchange requests including all the administrative details if you exchange your list with other organizations. While you will always have control over which organizations may use your list on exchange, DMW Direct will field the requests from outsiders, maintain exchange balance tables, and fulfill exchanges as required. DMW Direct only exchanges and rents lists on our clients’ behalf. Because we do not also market lists for sale, there is no incentive for us to ‘push’ lists that we also manage. Our goal is to represent only list buyers, giving our clients the best advantage in the list purchase transaction.