Marketing - any statistical geniuses here?

[SourcE]

Work related question: :(

I am trying out a new marketing campaign for email aquisition.

This is the first time we have used an e-marketing campaign and as such we have no real idea of what the response rate will be. We are just testing the viability of the media.

If we received a 0.2% response rate, how big would my initial mailing size need to be to ensure the results are significant, and could I statistically expect to get a 0.2% response from a similar audience in the future, as opposed to just a fluke response from the first mailing.

Thanks,

[Jeff-TheBiz]

Originally posted by SourcE


Work related question: :(

I am trying out a new marketing campaign for email aquisition.

This is the first time we have used an e-marketing campaign and as such we have no real idea of what the response rate will be. We are just testing the viability of the media.

If we received a 0.2% response rate, how big would my initial mailing size need to be to ensure the results are significant, and could I statistically expect to get a 0.2% response from a similar audience in the future, as opposed to just a fluke response from the first mailing.

Thanks,

I would think that the response would be even lower based on the amount of filters now out there for spam. If the email is unsolicited, it will not likely reach the destination.

Not like good old fashion snail mail... where redemption is much higher.. remembering my Starbucks / Blockbuster Video days usually redemption was about 5%.

[majic]

yah i was gonna that your company might be a little shady with the SPAM approach ;)

i\'m no stats guru but 0.2% = 2 out of 1000 mails .. that\'s not a lot and stats will \'stabilize\' (become more accurate) with a larger sample..

even with 100,000 emails sent you get 200 responses. that sample is ok but still does not seem indicative of the thoughts of the 100K entire population. i would say you\'re looking at 1M of emails to get some valid data (2000 responses)

*** disclaimer - i took no stats courses - lol :p ***

[Mica3SGT]

Typical response rate to traditional direct mail is only 1% with 2% being exceptional. This is for unsolicited mailings to residential addresses - much like the stuff you get from canada post.
I\'ve driven these results much higher with personalized solicited mailings with a response rate of 25%. Your use of unsolicited electronic email s/b .01% as suggested. Additionally, you will find messages unwelcomed through many spam filters and firewalls in resident systems.
My own mailbox system automatically routes such messages to the garbage bin along with filtering most known virus suspects. I don\'t personally open up any messages unless I know it\'s source. Sending attachments of any kind is therefore unwise if you are considering broadcast messaging.
You should consider a solicited campaign predated by telemarketing or referral.

[SourcE]

We have used email as a form of reminder messaging for DM in the past. That said, our cost per aquisition for DM far exceeds that of any email list.

We are using this a test for the channel, personally I think the test will bomb, a 0.1% response rate will cause our CPA to skyrocket. Our typical DM response rate is about 0.18% (I work for non-for-profit before anyone states our marketing team sucks...! :p, and a .18% is actually fairly good!)

I think this test is about to get the thunbs down from me......

Thanks for all your inputs...

:D

[SourcE]

next question,

anyone know how to calculate an index?