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Challenge: DM call response rates had been declining for years, partly due to growth of internet response, but mainly stagnation of dbase and stale content.
Solution – implemented a CRM program in DM, with RR improvement 3X given more relevant info and offers. Set up a segmented contact strategy by company size to reduce spend and cost per contact to the 1-2 employee segment, to fund and increase reach in 5+ employees, along with enhanced DM content and investment in dbase cleaning and list growth. |
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