The Richard Ivey School of Business provides an extremely interesting research on multi-wave campaigns.*
The hypothesis of their research was that a direct mail campaign designed to optimise four key variables —
targeting, personalisation, customization and reporting — would deliver response rates far in excess of the 1 to 3 percent industry average produced by non multi-wave campaigns.
The multi-wave campaign structure they set up:
- Direct Mail
- Each person would be contacted up to three times.
- Response by any customer — say, by visiting a personal URL and downloading an offer – would immediately alert a call-centre agent to make contact with him or her.
- Automatically removed the name of the customer from the master list and causing the suppression of any follow-on waves to that person.
Results are impressive
Interesting patterns were revealed both by country and industry and even the worst-performing country yielded response rates of 7 percent.
Cost savings with multi-wave Campaigns
Aligning multiple countries with a single launch date allowing to collate the data just once rather than in separate exercises for each country is a major driver of cost efficiencies.
SAP CRM Marketing and multi-wave Campaigns
Once you find multi-wave campaigns with architectures that work, SAP CRM Marketing allows to automate and optimise such campaigns easily and support the 4 key variables mentioned above.
Coming soon: Watch my video to see more examples of multi-wave campaigns automated with SAP CRM Marketing.
* Richard Ivey Business School 2006