Direct Marketing Assessment

Introduction

This assessment is a comprehensive audit to see how well your organization is doing in developing and executing its direct marketing plans, programs and operations....from lead generation to eCommerce. The assessment addresses key aspects of direct marketing both on and offline for B2B and B2C businesses. It will help you determine the current state of your direct marketing planning, practices and processes. Your answers will indicate specific areas where you may benefit from improvements. And, it will also help guide your decisions about your future direct marketing needs and investments. You will be given a score for each section and overall upon completion, which you will find at the bottom of this page of the assessment. The assessment covers the following areas:

Areas Covered:

Research

Strategy & Planning

Offer Development

Messaging / Creative Strategy

Media / Circulation Strategy & Plan

Data & List Management

CRM

Fulfillment & Operations Strategy & Plan

Analytics, Testing & Budgeting

Lead Generation

Digital Direct Marketing

Catalog Marketing & eCommerce

If a section is not applicable to your business, then ignore the section and leave the scoring set at "0" for all the questions in that section. The same applies to questions / statements within a section, if it's not applicable to your business situation, then leave the answer set at "0."

You may save a local copy of the assessment to your browser so that you can take your time completing it. Just save it, then reopen the URL the next time you want to access it. Press the PRINT button at either the top or bottom to print the page or all pages in the assessment. Press the RESET button, also located at the top or bottom of the assessment to reset your answers to "0" for all questions/statements.

Your overall scores are presented in the table below.

Score Card

Category

# of Questions

# of Questions Applicable & Answered

Total Possible Score

Total Actual Score

% Score

Research

Strategy & Planning

Offer Development

Messaging / Creative Strategy

Media / Circulation Strategy & Plan

Data & List Management

CRM

Fulfillment & Operations Strategy & Plan

Analytics, Testing & Budgeting

Lead Generation

Digital Direct Marketing

Catalog Marketing / eCommerce / eTail

Totals

Direct Marketing Assessment

Select your level of agreement with the statements below made regarding catalog marketing processes and practices in your organization. If the statement does not apply to your industry or business model, select "0" which is the default value from the drop down list, so that it is not counted in your overall score. To close a section, check the box at the right of the Score for that section.

Scoring System

0 - NA (Non applicable)

1 - Strongly Disagree

2 - Disagree

3 - Neutral

4 - Agree

5 - Strongly Agree

1. Research

Score ->

We have identified our target markets (audience, industry segments)

We know the size of our target markets (# of individuals / organizations)

We have determined the market opportunity (potential revenue) for each target market.

We know the demographics, psychographics, firmographics, and life styles characteristics of our target markets.

We have developed personas for our target markets / audiences.

We have identified our primary and secondary competitors.

We have conducted a competitive analysis of our competitors.

We have conducted a SWOT analysis for each of our competitors.

We track our competitor's direct marketing programs / activities.

2. Strategy & Planning

Score ->

10)

We have direct marketing plan in place.

11)

Our direct marketing plan is part of our overall marketing communications (marcom) plan.

12)

Our marcom plan is part of our marketing plan.

13)

Our direct marketing activities are coordinated with other promotional activities, creative, etc.

14)

Our direct marketing objectives are very specific.

15)

Our direct marketing goals are quantifiable and measurable.

16)

Our direct marketing plan includes both online and offline (traditional media) programs / activities.

17)

Our direct marketing plan incorporates media, circulation, data, distribution, fulfillment strategies and plans

18)

Our direct marketing plan includes a front-end (new customer acquisition) plan and programs.

19)

Our direct marketing plan includes a back end (current customer) plan and programs.

20)

Our direct marketing plan includes a reactivation (inactive customer) plan and programs.

21)

Our direct marketing plan includes prospect/customer journey map.

22)

We have a three to five year business and name (customer) flow plan.

23)

We are satisfied with the results of our direct marketing program(s).

3. Offer Development

Score ->

24)

We have a thorough understanding of direct marketing offer development.

25)

We do an excellent job of developing offers for our various programs and activities.

26)

We do an excellent job of matching direct marketing offers with our various markets.

27)

We are very happy with the offers we develop for direct response marketing programs.

4. Messaging / Creative Strategy

Score ->

28)

We have developed the ideal format for all of our advertisements: direct mail, email, print, broadcast, digital, etc..

29)

Our advertisements are in character with our products and/or services and the markets we reach.

30)

Our direct marketing creative is synergistic with our overall creative.

31)

We are satisfied with our outside agency's direct marketing staff.

32)

We are satisfied with our outside agency's direct marketing work.

33)

We develop different messages to different segments of customers and prospects.

34)

We mail new prospects different versions of mailings and offers of those that we send to our existing customer base.

35)

We use personalization for all of our mailings (postal or digital).

36)

We personalize all mailings (postal or digital) with customer specific personalized messages.

37)

We use suggestive selling to upsell a customer based on product selection.

38)

We solicit customer testimonials.

39)

We use 3rd party influencers to promote our products/services/business.

40)

We use testimonials and / or customer reviews to boost credibility and make catalogs and/or email offers more human and approachable.

41)

We treat copy as the most important aspect of our mailings and website design.

42)

Our copy differentiates our offers form those of our competitors.

43)

Our direct response advertisements (traditional media or digital) communicate our unique selling concept at every customer touch point.

44)

The look and feel of our advertisements (traditional media or digital) are consistent with the look and feel of our website.

45)

The photography in our advertisements (traditional media or digital) does an excellent job of showcasing the products.

46)

The copy in our advertisements (traditional media or digital) is very strong. It has strong headlines, subheads and powerful descriptive copy.

47)

The copy in our advertisements (traditional media or digital) is emotional and creates an emotional desire that drives customers to purchase.

48)

We are satisfied with the design and content on our web properties.

49)

We have prepared our websites and apps to accommodate devices based on Apple, Android, Windows and other common commercial platforms.

50)

All of our web properties are enhanced for search engines.

51)

All our web properties are optimized for mobile.

5. Media / Circulation Strategy & Plan

Score ->

52)

We have a media / circulation strategy and plan.

53)

We develop media and circulation plans for each campaign.

54)

Our media / circulation plans are part of our overall direct marketing plan.

55)

We use media with good direct response track records.

56)

We have determined how often we can successfully use each media type to reach customers.

57)

We have determined how often we can successfully use each media type to reach prospects.

58)

We have determined how frequently we can profitably contact our customers.

59)

We use direct mail effectively to generate leads.

60)

We use direct mail effectively to generate direct orders (sales).

61)

We use co-op mailings (e.g., statement stuffers, package insert programs, card decks, etc) effectively to generate leads.

62)

We use co-op mailings (e.g., statement stuffers, package insert programs, card decks, etc) effectively to generate direct orders (sales).

63)

We use email effectively to generate leads.

64)

We use email effectively to generate direct orders (sales).

65)

We use direct response TV effectively to generate leads.

66)

We use direct response TV effectively to generate direct orders (sales).

67)

We use direct response radio effectively to generate leads.

68)

We use direct response radio effectively to generate direct orders (sales).

69)

We use direct response print advertising effectively to generate leads.

70)

We use direct response print advertising effectively to generate direct orders (sales).

71)

We use outdoor/transit advertising effectively to generate leads.

72)

We use outdoor/transit advertising effectively to generate direct orders (sales).

73)

We use outbound telemarketing effectively to generate leads.

74)

We use outbound telemarketing effectively to generate direct orders (sales).

75)

We use inbound telemarketing effectively to generate leads.

76)

We use inbound telemarketing effectively to generate direct orders (sales).

77)

We use internet banner ads effectively to generate leads.

78)

We use internet banner ads effectively to generate direct sales.

79)

We use SMS and text messaging effectively to generate leads.

80)

We use SMS and text messaging effectively to generate direct orders (sales).

81)

We use social media effectively to generate leads.

82)

We use social media effectively to generate direct orders (sales).

83)

We use social video effectively to generate leads.

84)

We use social video effectively to generate direct orders (sales).

85)

We rent compiled email list for new customer prospecting.

86)

We rent compiled postal mailing list for new customer prospecting.

87)

We rent postal mailing lists from our competitors.

88)

We rent email lists from our competitors.

89)

We rent our email (customer) list to competitive marketers.

90)

We rent our postal mailing (customer) list to competitive marketers.

91)

We rent our email mailing (customer) list to noncompetitive marketers.

92)

We rent our postal mailing (customer) list to noncompetitive marketers.

93)

We are satisfied with the results we are getting from rented / purchased mailing lists.

94)

We offer noncompetitive mailers (postal or digital) a discount on list rental.

95)

We exchange our mailing list to reduce our cost of acquiring a customer.

96)

We have a reactivation plan and program for dormant (inactive) customers.

97)

Before we mail dormant (inactive) customers, we validate that their demographic information is up-to-date (e.g., current address, current life / marital status, etc.)

98)

Our cost per inquiry (unqualified lead) is decreasing.

99)

Our cost per inquiry (unqualified lead) is below industry average.

100)

Our cost per marketing qualified lead is decreasing.

101)

Our cost per marketing qualified lead is below industry averages.

102)

Our cost per sales qualified lead is decreasing.

103)

Our cost per sales qualified lead is below industry averages.

104)

Our cost per acquisition (customer makes first purchase) is decreasing.

105)

Our cost per acquisition (customer makes first purchase) is below industry averages.

106)

The net revenue generated per postal mailing to new customer prospects is increasing.

107)

The net revenue per email mailing to new customer prospects is increasing.

108)

The net revenue per postal mailing to customers is increasing.

109)

The net revenue per email mailing to customers is increasing.

110)

The net revenue per postal mailing to our customer file is increasing.

111)

The net revenue per email mailing to our customer file is increasing.

112)

The average revenue of a customer transaction is increasing.

113)

The average revenue of a 1st time buyer transaction is increasing.

114)

The average transaction value for a 1st time buyer acquired through direct mail is increasing.

115)

The average transaction value for a 1st time buyer acquired through email is increasing.

116)

The average transaction value for a 1st time buyer acquired through print media is increasing.

117)

The average transaction value for a 1st time buyer acquired through direct response TV is increasing.

118)

The average transaction value for a 1st time buyer acquired through direct response radio is increasing.

119)

The average transaction value for a 1st time buyer acquired through outdoor/transit advertising is increasing.

120)

The average transaction value for a 1st time buyer acquired through co-op mailings is increasing.

121)

The average transaction value for a 1st time buyer acquired through Internet banner ads is increasing.

122)

The average transaction value for a 1st time buyer acquired through social media ads is increasing.

123)

The average transaction value for a 1st time buyer acquired through SMS and test messaging is increasing.

124)

The average transaction value for a 1st time buyer acquired through social media video is increasing.

125)

The promotional cost per customer transaction is decreasing.

126)

Our promotional costs per postal mailing are decreasing.

127)

Our promotional costs per email mailing are decreasing.

6. Data & List Management

Score ->

128)

We have a centralized marketing database that provides one source of information for marketing, sales and service.

129)

We are satisfied with the quality of our marketing data.

130)

We are satisfied with our ability to capture and maintain data on customers and prospects in our database.

131)

We leverage data for use in retention and acquisition programs.

132)

We purge and update our customer/prospect marketing data at least every quarter.

133)

We purge and update our customer/prospect marketing data in real time.

134)

All of our customers are maintained in our marketing database.

135)

All of our prospects are maintained in our marketing database.

136)

We segment our customers and prospects in our marketing database.

137)

We assign source codes to every marketing program/activity.

138)

We track source codes for all customer and prospect activity.

139)

We track customers/prospects by their original source code.

140)

We track all contact activity with the customers / prospects in our database.

141)

We track complete transaction history by customer by source.

142)

We track promotional activities sent to customers / prospects and comment data in our database.

143)

We track all digital promotional activity using dedicated URLs for each promotion and offer within each promotion.

144)

We maintain mode of payment as part of our customer file information.

145)

We maintain geographics on our customers and correlate that with recency, frequency and monetary value.

146)

We maintain product and product category purchase information on our customer file.

147)

We maintain length of time information on our customer file.

148)

We maintain transaction data on customer file, including: payment information, change of address, correspondence, renewal, etc..

149)

We're able to interact with our customers and prospects on an individual basis.

150)

We use our database to generate personalized marketing communications to promote our products (services).

151)

We can produce triggered messages to customers and prospects through the year based on data we maintain on these names.

152)

Our customer list is cleaned on a regular basis.

153)

Our prospect list is cleaned on a regular basis.

154)

We regularly scrub the database for erroneous or outdated information.

155)

Our list is NCOA'd or CASS certified at least once a year.

156)

Our list is de-duped and address standardized at least once a year.

157)

We use our mailing list profiles to develop personas (profiles) which we use to acquire new customers.

158)

We append demographic (firmographic) and other demo, socio-economic overlay data in our database.

159)

We include customer purchase history (sales, returns, etc.) in our database.

160)

Our partners and/or vendors supply us with data that we append to our customer and prospect database.

161)

We rent or purchase names from outside list sources for new customer prospecting.

162)

When renting/purchasing outside list sources, we use merge / purge effectively to optimize the combined list before launching a campaign.

163)

We make very effective use of database marketing processes and practices.

164)

We code our customer list by recency, frequency, and monetary value of purchases.

165)

We conduct segmentation or cluster analysis of our database.

166)

We use RFM (recency, frequency, and monetary value) analysis for segmentation of our customer database.

167)

We use FRAT (frequency, recency, amount, and type segmentation analysis of our customer database.

168)

We use demographic segmentation and modeling of our database for our mailing strategies.

169)

We use psychographic / life style segmentation and modeling of our database for our mailing strategies.

170)

We use geographic segmentation and modeling of our database for our mailing strategies.

171)

We use statistical techniques to develop models of customer behavior.

172)

We use retention, renewal and acquisition models.

173)

We maintain data tables that identify the different types of campaigns and frequency of the campaigns.

174)

Based on data, we are able to test offers, creative, etc. to our customers and prospects.

175)

We collect online data from all web activity.

176)

We maintain data schemas, data dictionaries for the different data sources.

177)

Data is frequency updated.

178)

We have experienced and knowledgeable in-house database marketing analysts.

179)

We do an excellent job of tracking and measuring the results of all of our marketing programs and activities.

180)

Standard campaign reports are produced for acquisition, renewal and retention campaigns on a regular basis.

181)

We have a group of standard metrics that are being reported on regularly.

182)

Standardized metrics and measurements are reported to management in a dashboard format.

183)

We examine the return on investment for campaigns.

184)

We have models which are routinely used to score prospect lists.

185)

Customer profiles have been done to understand the different customer segments.

186)

We share the results of analyses from renewal, reactivation and acquisition between departments.

187)

We are able to make customer / prospect data available in a timely manner across all of our channels to customer-serving employees.

188)

We collect multi-channel information to build customer profiles.

7. CRM

Score ->

189)

We have a customer relationship management system that works.

190)

We are satisfied with our programs and processes for converting one-time buyers into multi-buyers.

191)

We are satisfied with the integration of new customers into our customer family.

192)

We know why we are losing customers.

193)

We have strategies and programs that reduce customer defections.

194)

Our customer defection rates are decreasing.

195)

We are satisfied with our customer's loyalty.

196)

We have processes and programs in place to find out who are our best customers are.

197)

We have a customer loyalty/retention program.

198)

We have a customer referral program.

199)

We do an excellent job of tracking customer satisfaction levels.

200)

We measure the profitability of our customers.

201)

We have processes and programs in place to win back customers who have defected.

202)

We have an effective cross-sell and up-sell programs with our existing customers.

203)

We are satisfied with overall customer satisfaction.

204)

Our customer satisfaction rate is increasing.

205)

We regularly use customer satisfaction surveys.

8. Fulfillment & Operations Strategy & Plan

Score ->

206)

We are satisfied with our in-house direct marketing staff.

207)

We are satisfied with our outsourced direct marketing agency staff.

208)

We are satisfied with our in-house telesales center.

209)

We are satisfied with our outside contracted telesales center.

210)

We are satisfied with the performance and skills of our telemarketing/telesales staff.

211)

We are satisfied with our in-house circulation planning, media buying and management program.

212)

We are satisfied with our outside agency circulation planning, media buying and management program.

213)

We are satisfied with in-house order processing center.

214)

We are satisfied with our outside contracted order processing center.

215)

We are satisfied with our in-house fulfillment center.

216)

We are satisfied with our outside contracted fulfillment center.

217)

We work with competent list brokers to rent and/or buy prospect lists.

218)

We work with competent list compilers and brokers to select prospect lists that match our customer profile.

9. Analytics, Testing & Budgeting

Score ->

219)

Our analysts spend the majority of their time analyzing data rather than manipulating it prior to analysis.

220)

Our marketing analysts create scoring models which are applied to our customer data to predict customer behavior.

221)

Our analytics group create data fields, such as model scores that are added to the marketing database.

222)

Our reporting system produces timely analysis of campaigns.

223)

We do detailed analysis of list performance to determine which are our best performing rented lists

224)

We measure direct marketing performance based on lead generation and / or sales generated.

225)

We track the response rates for different types of direct marketing activities / programs.

226)

The response rates to our activities / programs meet or exceed those for industry averages for the media / type of promotion.

227)

The open rates for email promotions equal or exceed those for industry averages.

228)

The click through rates for email promotions equal or exceed those for industry averages.

229)

We are happy with the lead generation from our front end (new customer acquisition) programs / activities.

230)

Our new customer acquisition total cost is decreasing.

231)

Our new customer acquisition costs as a percentage of total revenue is decreasing.

232)

We are happy with the sales generated from our front end (new customer acquisition) programs / activities.

233)

We analyze results by ZIP codes, by demographics, by psychographics (lifestyles), firmographics, etc..

234)

We conduct a demographic and psychographic analysis of the current customer base.

235)

We know what it costs to acquire a new customer.

236)

We measure and track the LTV (life time value) of our customers (members).

237)

We have done life time value analysis on our customers by segment and sub-segment.

238)

The LTV (life time value) for our customers is increasing.

239)

We analyze the results of mailings (postal or digital) and use the findings from that analysis to plan marketing and merchandising efforts of future mailings.

240)

We use predictive models to drive campaigns.

241)

We perform breakeven analysis on all direct marketing programs and activities.

242)

We perform breakeven analysis at the list/ segment level.

243)

We develop pro forma P&Ls for all direct marketing activities prior to launch.

244)

We do detailed analysis of media / list performance to determine which are our best performing media / rented lists

245)

We analyze the results of advertisements / mailings and use the findings from that analysis to plan marketing and merchandising efforts of future activities.

246)

We conduct breakeven analysis for each type of media/channel (postal, catalog, print, broadcast, outdoor, digital, email, etc.) promotion.

247)

We use space/cost analysis (e.g., square inch analysis) to determine the profitability of a product in our mailings (postal or digital).

248)

We perform response lag pattern analysis on all direct marketing programs.

249)

We perform name flow analysis on all direct marketing programs.

250)

We do an excellent job of tracking and measuring the results of all of our direct marketing campaigns and programs.

251)

We apply customer analysis, targeting and segmentation techniques.

252)

We have a testing program in place.

253)

We develop and test re-mailing programs to multi buyers.

254)

We test mailing lists (email and postal) that we rent or purchase.

255)

We test direct response ads in all media/channels.

256)

We test offers.

257)

We test formats, creative and copy.

258)

We test frequency of mailings (email and postal).

259)

We test meaningful, measurable, projectable quantities.

260)

We test messages to customers and prospects.

261)

We test products.

262)

We test to determine the best timing of our offers.

263)

We test to determine the best frequency of our offers.

264)

We have determined the most responsive geographic areas.

265)

We test all direct marketing communications against control advertisements.

266)

We measure the results of the media we use, computing for each media the number of inquiries, purchases, revenue, etc.

267)

We measure the results of prospect lists, computing for each list, the number of inquiries, purchases, net revenue, etc..

268)

We compute the level of repeat business by original source.

269)

Our marketing expenses are below 30% of gross revenues generated from mailings (postal or digital).

270)

We track the effects of seasonality on customer purchase behavior.

10. Lead Generation

Score ->

271)

We have a formal direct marketing lead generation strategy and plan with supporting budgets and forecasts.

272)

We are satisfied with the number of qualified leads that we generate from our direct response marketing activities.

273)

We have a formal process for qualifying leads / new customer prospects.

274)

We are satisfied with our system for lead scoring and ranking the sales leads our marketing programs generate.

275)

We are satisfied with the conversion rate of prospects to qualified sales leads from our direct response marketing programs.

276)

We have an effective lead management system in place.

277)

We have an "optimum contact strategy" for our current customers and prospects.

278)

We have an efficient process of managing relationships with qualified buyers in order to increase conversion rates.

279)

We are satisfied with the quality of leads generated from our direct response marketing programs.

280)

We are satisfied with the cost of acquiring a new sales lead with our direct marketing programs/activities.

281)

We are satisfied with our processes for managing the relationship with prospective customers from the point of initial contact through their first purchase.

282)

We are satisfied with our process for qualifying the sales leads.

283)

We are satisfied with the cost of acquiring a new sales lead.

284)

We are satisfied with the number of qualified sales leads we are generating at trade shows.

285)

We are satisfied with the number of qualified sales leads we are generating from our off-line advertising.

286)

We are satisfied with the number of qualified leads we are generating from our on-line advertising.

287)

We are satisfied with the number of qualified leads we are generating from our direct mail advertising.

288)

We are satisfied with our process for qualifying, prioritizing and routing new leads in order to increase conversion rates.

289)

We are satisfied with our new customer acquisition costs.

11. Digital Direct Marketing

Score ->

290)

We are satisfied with our digital lead generation efforts.

291)

We are satisfied with our digital direct order (sales) efforts.

292)

We are satisfied with our online customer retention efforts.

293)

Our social media is well integrated into our overall direct marketing promotional mix.

294)

We have a promotional strategy and plan for the use of social media in our direct marketing promotional mix.

295)

We are satisfied with our customer acquisition program using mobile media.

296)

We are satisfied with our customer retention program using mobile media.

297)

Our website is integrated with our social media channels.

298)

Our website provides compelling content which our customers and prospects value.

12. Catalog Marketing / eCommerce / eTail

Score ->

299)

We have our own eCommerce website.

300)

We use eCommerce platforms (eBay, Amazon, Alibaba, etc.) to sell our products.

301)

We are very happy with the results of our eCommerce business.

302)

Our eCommerce sales are increasing year over year.

303)

We are very happy with our eCommerce sales growth.

304)

Our eCommerce sales are very profitable.

305)

The percentage of profitability continues to grow.

306)

We are happy with the profits generated from our eCommerce sales.

307)

We use email to promote / sell our products.

308)

We use postal mail to promote / sell our products.

309)

We use printed catalogs to promote / sell our products.

310)

We use print (newspaper, FSIs, magazines, etc.) to promote / sell our products.

311)

We use broadcast (DR radio, DRTV) to promote / sell our products.

312)

We use outdoor advertising to promote / sell our products.

313)

We use social networks (Facebook, Twitter, Instagram, etc.) to promote / sell our products.

314)

We use media sharing networks (Instagram, Snapchat, YouTube, etc.) to promote / sell our products.

315)

We use bookmarking / content curation networks (Pinterest, Flipboard, etc.) to promote / sell our products.

316)

We use instant messaging apps (Facebook Messenger, WhatsApp, WeChat, Line, Viber, Blackberry Messenger, etc.) to promote / sell our products.

317)

We use social shopping networks (Polyvore, Etsy, Fancy, etc.) to promote / sell our products.

318)

We use consumer review networks (Yelp, Zomato, TripAdvisor, etc.) to promote / sell our products.

319)

We use online directories to promote / sell our products

320)

We use offline directories to promote / sell our products.

321)

We use package inserts to promote / sell our products.

322)

We use video games to promote / sell our products.

323)

We use digital banner ads to promote / sell our products.

324)

We mail postal catalogs to our customer file.

325)

We mail digital catalogs to our customer file.

326)

We mail postal catalogs to new customer prospects.

327)

We mail digital catalogs to new customer prospects.

328)

We mail postal catalogs with special offers and products to new customer prospects.

329)

We mail digital catalogs with special offers and products to new customer prospects.

330)

We are satisfied with our catalog marketing programs.

331)

We mail email solo (1 product) and multi product special offers and products to new customer prospects.

332)

We mail postal solo (1 product) and multi product special offers and products (multimailers) to new customer prospects.

333)

We mail email solo (1 product) and multi product special offers and products to our customer file..

334)

We mail postal solo (1 product) and multi product special offers and products to our customer file.

335)

We develop pro-forma profit & loss for each mailing at the gross level and segment level so that expectation of the mailing are clear and then compare the actual results with the

336)

We develop a pro forma P&L for each type of media/channel (postal, catalog, print, broadcast, outdoor, digital, email, etc.) promotion.

337)

We develop a pro forma P&Ls for each postal mailing and traditional channel (print, broadcast, etc.).

338)

We develop a pro forma P&Ls for each email mailing and all types of digital media / channels.

339)

All pro forma P&Ls are done at the customer segment level.

340)

All pro forma P&Ls are done at the product (or product category) segment level.

341)

All pro forma P&Ls are done at the list level (if list are used).

342)

We use special offers / special products / programs / promotions to convert 1st time buyers to multi time buyers

343)

We put 1st time buyers thru a special qualification and conversion series of promotions (postal or digital) to convert them to multi-time, multi-product buyers..

344)

We convert the majority of 1st time buyers to multi-time multi-buyers (buyer who buy multiple products per order) within 3 months of their 1st purchase .

345)

We convert the majority of 1st time buyers to multi-time multi-buyers (buyers who buy multiple products per order) within 6 months of their 1st purchase .

346)

Our response rates (orders) to our customer file digital mailings are increasing.

347)

Our response rates (orders) to our customer file postal mailings (catalogs, solos, or multimailers ) are increasing.

348)

In our catalogs, the average sale per page is increasing.

349)

In our catalogs, the average sale per square inch is increasing.

350)

Our response rates (orders) to our new customer acquisition emails are increasing.

351)

Our response rates (orders) to our new customer acquisition postal mailings are increasing.

352)

Orders placed at our website are increasing.

353)

Our average order is greater than 1.5 units (products) per customer order.

354)

The units per customer order are increasing.

355)

Our customer's average order value is increasing.

356)

Our average order gross margin is increasing.

357)

Our average price point for merchandise being sold is increasing.

358)

Our average number of orders per month is increasing.

359)

The average number of units sold per month is increasing.

360)

The average unit value of sold merchandising is increasing.

361)

The customer LTV (Life Time Value) of our buyers is increasing.

362)

Our customer file of new buyers is increasing.

363)

Our customer file of multi-buyers is increasing.

364)

Our customer file of multi-time buyers is increasing.

365)

Our customer file of 12-month active buyers is growing.

366)

Our customer file of 6-month active buyers is growing.

367)

Our customer file of 3-month active buyers is growing.

368)

The number of multi-buyers in our customer file is growing. (buys multiple items per order at a time).

369)

The number of multi-time buyers in our customer file is growing. (customer buys multiple times per 12-month period).

370)

We use RFM (Recency, Frequency, Monetary) segmentation and modeling for our customer file mailing strategies.

371)

We use demographic segmentation and modeling for our mailing strategies.

372)

We use psychographic segmentation and modeling for our mailing strategies.

373)

We use geographic segmentation and modeling for our mailing strategies.

374)

We do match backs comparing Web buyers to postal catalog, postal solo and multimailer, and e-mail recipients to determine how many of them were driven to the Web by eac

375)

We rent mailing lists of buyers from non competitors (buyers of non competitive products and services that we don't offer) or new customer prospecting.

376)

We rent compiled list for new customer prospecting.

377)

We rent postal mailing lists from our competitors.

378)

We rent email mailing lists from our competitors.

379)

We rent our email mailing (customer) list to competitive marketers.

380)

We rent our postal mailing (customer) list to competitive marketers.

381)

We rent our email mailing (customer) list to non competitive marketers.

382)

We rent our postal mailing (customer) list to non competitive marketers.

383)

We offer non competitive mailers (postal or digital) a discount on list rental.

384)

We exchange our mailing list to reduce our cost of acquiring a customer.

385)

We use co-op mailing lists for prospecting. A co-op mailing includes offers from other marketers in the same mailing. Examples: statement stuffers, package insert programs,

386)

We have a reactivation plan and program for dormant (inactive) buyers.

387)

Before we mail dormant (inactive) buyers, we validate that their demographic information is up-to-date (e.g., current address, current life / marital status, etc.)

388)

The net revenue per postal mailing to new customer prospects is increasing.

389)

The net revenue per email mailing to new customer prospects is increasing.

390)

The net revenue per postal mailing to our customer file is increasing.

391)

The net revenue per email mailing to our customer file is increasing.

392)

Our promotional costs per postal mailing are decreasing.

393)

Our promotional costs per email mailing are decreasing.

394)

The promotional cost per order is decreasing.

395)

The net income per postal mailing to our customer file is increasing.

396)

The net income per email mailing to our customer file is increasing.

397)

The net income per postal mailing to new customer prospects in breakeven or better.

398)

The net income per email mailing to new customer prospects is breakeven or better.

399)

The net income loss per postal mailing to new customer prospects is decreasing.

400)

The net income loss per email mailing to new customer prospects is decreasing.

401)

The average revenue per product sold to our customer file is increasing.

402)

The average revenue per product sold to new customers is increasing.

403)

The average revenue per order sold to our customer file is increasing.

404)

The average revenue per order sold to new customers is increasing.

405)

The average order value for multi time buyers is higher than that of 1-time buyers.

406)

The number of first time buyers from our email mailings is increasing.

407)

The number of first time buyers from our postal mailings is increasing.

408)

We have a catalog / eCommerce business / marketing plan.

409)

We have a three to five year business plan and supporting name flow plan.

410)

We have a specific marketing plan and programs (front-end) to attract new customers.

411)

We have a specific marketing plan and programs to reactivate dormant customers.

412)

We have a specific marketing plan and programs to convert first time buyers into multi-time buyers.

413)

We have a specific marketing plan and programs to convert 1-time buyers into multi-buyers.

414)

We mail different versions of postal or digital mailings (catalogs, multi-product offers, solo offers) to different customer segments.

415)

We test formats and creative.

416)

We test mailing lists.

417)

We test merchandise and offers.

418)

Our direct marketing /catalog / eCommerce marketing team is very experience.

419)

Our catalogs and / or eCommerce site are well organized and logical.

420)

We participate in a package insert program to generate new prospects / leads for catalog / eCommerce business.

421)

We create package inserts to move old merchandise.

422)

We sell space in our outbound packages "package insert program" as an alternative revenue generation opportunity.

423)

We do not use our mailings (postal or digital) to liquidate slow moving products or "dogs."

424)

We do not send mailings (postal or digital) with clearance merchandise in them to the most profitable segment of our customer house file.

425)

We develop completion curves for mailings (postal or digital), product categories, etc.., and use as planning and budgeting tools.

426)

We offer rewards to customers who refer additional customers to use.

427)

We develop and test programs to convert single buyers into multi buyers.

428)

We develop and test re-mailing programs to multi buyers.

429)

Marketing expenses are below 30% of gross revenues generated from mailings (postal or digital).

430)

We mail new prospects different versions of mailings and offers of those that we send to our existing customer base.

431)

We use personalization for all of our mailings (postal or digital).

432)

We personalize all mailings (postal or digital) with customer specific personalized messages.

433)

We use suggestive selling to upsell a customer based on product selection.

434)

Our mailings (postal or digital) include exclusive offers.

435)

We feature new and hot products, special offers and best sellers in hot spots (i.e., cover, 1st spread, center spread, inside back cover spread, back cover, above the fold for e

436)

We solicit customer testimonials.

437)

We use 3rd party influencers to promote our products/services/business.

438)

We use testimonials and / or customer reviews to boost credibility and make catalogs and/or email offers more human and approachable.

439)

The product is king in our catalogs and on our website.

440)

We use strong headlines, subheads and powerful and descriptive first sentences.

441)

We effectively use lifestyle shots/vignettes that encourage multiple product purchases and add-ons.

442)

Our product copy speaks to customer benefits.

443)

Our copy reflects the "voice" of the catalog, website, etc.

444)

We have a very experience team of direct response marketing designers, copywriters and photographers.

445)

Our mailings (postal or digital) have the format, organization, hot spots, pacing, graphics and copy that make them easy to shop.

446)

We use printed catalogs to support our eCommerce business.

447)

Our catalog business is supported by our eCommerce site.

448)

Our catalog / eCommerce site is designed to stimulate and make it easy for the customer to make multiple purchases.

449)

We treat copy as the most important aspect of our mailings and website design.

450)

Our copy differentiates our offers form those of our competitors.

451)

Our mailings (postal or digital) communicate our unique selling concept at every customer touch point.

452)

The look and feel of our mailings (postal or digital) is consistent with the look and feel of our website.

453)

The photography in our mailings (postal or digital) does an excellent job of showcasing the products.

454)

Our mailings (postal or digital) consistently present the merchandise concept through the use of product images and taglines.

455)

Our mailings (postal or digital) feature strong products with a lot of appeal in all of the mailing's hot spots (key selling positions).

456)

The copy in our mailings (postal or digital) is very strong. It has strong headlines, subheads and powerful descriptive copy.

457)

The copy in our mailings (postal or digital) is emotional and creates an emotional desire that drives customers to purchase.

458)

Our mailings (postal or digital) invite the customer into a setting or lifestyle that not only wraps them in an environment they want to be in, but also turns the romanced readers int

459)

We offer discount options for certain types of products and purchases (e.g., buy 1 get one free, buy 1 save X% on next item, etc.)

460)

Our products / merchandise are competitively priced.

461)

We believe that perceived value is just as important being competitively priced.

462)

Our buyers and merchants are very experienced in their categories.

463)

We have documented merchandising strategies and plans.

464)

We select the best products to support the merchandising concept.

465)

Our products/merchandise reflect the mission of company, catalog, website, etc.

466)

We select the best products to suit the target audience.

467)

We develop and promote different merchandise / product offers by customer segment.

468)

We sell private label merchandise / products.

469)

We are expanding our assortment of private label merchandise / products.

470)

We sell exclusive merchandise / products.

471)

We are expanding our assortment of exclusive merchandise / products.

472)

Our mailings (postal or digital catalogs or multi-product offers) stimulate and make it easy for the buyer to make multiple choices.

473)

Our eCommerce site stimulates and makes it easy for the buyer to make multiple choices.

474)

The complimentary product / merchandise we offer supports our branded product / merchandise.

475)

We make effective use of carry over and repeat products that have been successful in previous offerings.

476)

We offer next day shipping of orders.

477)

Our shipping and handling rates are competitive with those of our competitors.

478)

We offer free shipping on purchases over a certain order value.

479)

We offer same day shipping and delivery of orders.

480)

We offer price matching on identical merchandise offered by competitors.

481)

Our catalogs include an order form. (Select "Neutral" if this does not apply to your business.)

482)

We secret shop our own catalog and eCommerce site to see how our customer service is doing.

483)

We secret shop our competitor's catalog and eCommerce sites and/or email offers to see how their customer service is doing.

484)

We know which product categories have the highest returns rates.

485)

Our customer returns rate percentage (%) is below 5%.

486)

Our overall returns rate percentage (%) is decreasing.

487)

Our overall returns rate percentage (%) is less than last year.

488)

We know the top reasons for order / merchandise returns.

489)

We know which items have the highest percentage of returns.

490)

We offer free shipping for returns.

491)

Our customer adjustments rate is below 2%.

492)

Our customer adjustments are decreasing.

493)

Our overall exchanges rate % is less than last year.

494)

Our overall exchanges rate % is decreasing.

495)

Our overall % of credits / allowances is less than last year.

496)

Our overall % of credits / allowances is decreasing.

497)

Our CMS helps us run a very low backorder percentage.

498)

Our back orders percentage (%) is decreasing.

499)

Our back orders percentage (%) is decreasing.

500)

Our back orders percentage (%) is less than last year.

501)

Our orders cancelled as a result of back orders are decreasing.

502)

Our orders cancelled as a result of back orders are less than last year.

503)

Our total lost order units due to back order cancellations are decreasing.

504)

Our total lost order units due to back order cancellations are less than last year.

505)

Our total lost order units due to back order cancellations are decreasing

506)

Our total lost order units due to back order cancellations are less than last year.

507)

Our total lost order sales due to back order cancellations are decreasing.

508)

Our total lost order sales due to back order cancellations are less than last year.

509)

Our customer order cancellations for all reasons are decreasing.

510)

Our customer order cancellations for all reasons are less than last year.

511)

Overall our customer order cancellations are below 2%.

512)

We know what the top three reasons are for customer order cancellations

513)

We know what the top three reasons are for customer order returns.

514)

Our overall bad debt percentage on customer orders is below 2%.

515)

Our bad debt on customer orders is decreasing.

516)

Our bad debt on customer orders is less than last year.

517)

The fulfillment cost per customer order is decreasing.

518)

We are very happy with our catalog / eCommerce management system (CMS).

519)

Our catalog / eCommerce management system (CMS) is fully integrated with our inventory forecasting and purchasing system.

520)

Our catalog / eCommerce management system (CMS) has built in sales functionality that enables real time, up-selling, cross-selling and suggestive selling, with or without a TS

521)

Our CMS does an excellent job of capturing lost orders and abandon shopping carts.

522)

Our shopping cart abandon rates are decreasing.

523)

The number of abandon carts recovered is increasing.

524)

We offer our own credit card.

525)

We offer a 1-click pay option on our website.

526)

We offer gift cards.

527)

We allow our customers to shop with points from credit cards that offer points.

528)

We offer a "lay-away" purchase option.

529)

We offer free delivery to our best customers.

530)

We offer a membership program.

531)

We offer free delivery to our members.

532)

We offer subscribe and save option on certain products and merchandise.

533)

We offer different list options for shoppers on our website (wish list, bridal registry, shopping list, baby lists, etc.)

534)

We maintain customer's browsing website history on our site for their reference.

535)

We make it easy for customers with questions to contact us via phone.

536)

We accept phone orders.

537)

We make it easy for customers to contact us via email.

538)

Customers can place orders via email.

539)

We make it easy for customers to contact us via instant chat.

540)

Our customer can place orders via social media (Facebook, Instagram, etc.)

541)

Our website is easy to navigate.

542)

We have a daily deals section on our website.

543)

We have a clearance section on our website.

544)

The average amount of time spent on our website is increasing.

545)

The average numbers of visits to our website is increasing

546)

The average # of page views on our website is increasing.

547)

The average amount of time spent on our website is increasing.

548)

The number of unique visitors to our website per month is increasing.

549)

The average number of clicks on our website per month is increasing.

550)

The average number of page views on our website per month is increasing.

551)

We have a customer friendly checkout process.

552)

We allow our customers to set their advertising preferences on our website.

553)

We allow our customers to set their communications preferences.

554)

We provide order and shipping updates via text.

555)

We provide order history for customers on our website.

556)

We offer customers the ability to download order history.

557)

We offer customers the ability to connect with and access their social accounts (Facebook, Twitter, etc.) through our website.

558)

We use or allow 3rd party sellers on our website.

559)

We offer fulfillment services to 3rd party sellers that sell via our website and mailings (postal or digital).

560)

We offer "Customers who bought this item also bought" recommendations on our website.

561)

We provide customer testimonials on our product pages on our website.

562)

We provide customer product reviews on our product pages on our website.

563)

We provide video product demonstrations on our website.

564)

We offer a compare option on our website.

565)

We offer strong unconditional product guarantees that give the customer a 100% satisfaction.

566)

The customer may return or exchange any purchase they make without question.

567)

We offer free shipping on replacement merchandise / product orders.

568)

We offer live desktop or mobile notifications of orders, special deals, promotions, etc., via browser.

569)

We have a clearance section / outlet store on our website.

570)

We are very happy with our catalog management system (CMS).

571)

Our catalog management system (CMS) is fully integrated with our inventory forecasting and purchasing system.

572)

Our catalog management system (CMS) has built in sales functionality that enables real time, up-selling, cross-selling and suggestive selling, with or without a TSR (telephone sales representative).

573)

Our CMS does an excellent job of capturing lost orders and abandon shopping carts.

574)

Our CMS helps us run a very low backorder percentage.

575)

Our backorder percentage is decreasing.

576)

We perform formal catalog forecasting and breakeven analysis.

577)

We develop pro-forma profit & loss for each mailing at the gross level and segment level so that expectation of the mailing are clear and then compare the actual results with the

578)

We develop completion curves for catalogs, product categories, etc.., and use as planning budgeting tools.

579)

We conduct a demographic and psychographic analysis of the current catalog customer base.

580)

We develop front end name generation plan incorporating catalog requestor ads, bind-ins and package insert programs.

581)

We offer rewards to customers who refer additional customers to use.

582)

We develop and test programs to convert single buyers into multi buyers.

583)

We develop and test re-mailing programs to multi buyers.

584)

We test merchandise offers in our catalogs.

585)

We have a three to five year catalog business plan and supporting catalog name flow plan.

586)

Marketing expenses for our catalogs are below 30% of gross revenues generated from the catalogs.