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HMG

We often get asked, “why does my website look so small when viewing it on my monitor?” The short answer for this can be explained by reviewing the below chart for the popular display resolution people are using. Note that around 1/5 of internet population are still using 800×600, this is the reason we develop using this screen resolution. Even though your website might look small on your screen doesn’t mean that it displays this way for everyone. We choose to build websites using this screen resolution so that we know for a fact visitors will not have to scroll horizontally to see your entire site.

I have obtained the information from the following site: http://www.w3schools.com/browsers/browsers_stats.asp

The shotgun approach to direct mail will result in you mailing to a significant number of unqualified prospects.

But targeting your direct mail campaigns to very specific markets can reduce your direct mail costs by reducing the numbers of pieces you mail or generate higher response by delivering tailored messages to different market segments. Either way, your direct mail efforts will be more profitable. DM News reported recently that a Colorado travel company doubled their response rate since 9/11 by segmenting their mail list database and better targeting the packages, offers, and creative delivered to specific groups.

You can target different segments of your market better by getting more splits of your list. You can segment using demographic data such as income level, age, price of home. You can also get lists segmented on psychographic data. For example, a household with multiple luxury cars is going to respond to a different message than a household that only buys used cars or hasn’t purchased a new car in several years. The first will take more risks and the second is risk-averse. So, to convert these two different prospects into leads, they should receive different messages.

Response modeling is another way to reduce the number of pieces you mail but increase your response rate or overall ROI (Return on Investment). Response modeling looks at data from past direct marketing campaigns and creates statistical models based on responder characteristics. This model can be used to predict which prospects are likely to respond and which are not from future data sets. You can then mail to the prospects most likely to respond and drop those less likely to respond from your list. You send out fewer pieces but get more responses and better ROI for your efforts.

Making informed decisions about all aspects of your direct mail campaigns can increase your qualified leads, decrease your marketing costs, and increase your revenues and profits.