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Evaluating a direct marketing agency’s work

Posted by Sheera Eby on August 1, 2013

The evaluation of a direct marketing agency’s work should be considered in a number of different facets. Strong direct marketing agencies are expected to be leaders in generating response across a number of different channels. They understand how to apply the techniques of direct marketing across a number of tactics, including direct mail, email, banner ads and landing pages.

 

 

Here are seven key areas to evaluate a direct marketing agency’s work.

 

1. The programs worked and are considered a success.
The single biggest evaluation criterion in direct marketing activities is performance. Direct marketing agencies should therefore evaluate whether or not the program worked. Results are everything in direct marketing. Creative for the sake of being creative doesn’t have a place in direct marketing. The definition of “worked” should equate to meeting realistic expectations. Response is the name of the game for direct marketing agencies.

 

2. Creative nails the strategy and insight.
Good creative is often measured by having a strong translation of the strategy and insight. Direct marketing agencies should be evaluated based on their ability to creatively deliver the strategy. However, each tactic must still be optimized for performance and should not compromise on any direct marketing best practices.

 

3. Follow direct marketing best practices.
Successful direct marketing is meant to drive you to action. This response can be visiting a web page, picking up the telephone or sending in a response form. Every direct marketing agency should be evaluated on its ability to understand, apply and articulate best practices. Be sure your agency can explain why it made certain choices in the development of its direct marketing tactics, and how those dimensions will impact response. 

 

4. Program executed flawlessly.
Clients should not treat executional strength in their agency as a commodity. Direct marketing agency execution is complex and typically requires depth in data management, personalization, email operations and analytics. Most effective direct marketing programs have some aspect of complicated marketing execution. Direct marketing agencies today need to demonstrate a proficiency in operational expertise across multiple channels, devices and platforms.

 

 

5. The direct marketing agency talks about measurement first.
Marketers are under ever-increasing pressure to demonstrate tangible results and understand the best opportunities for generating a return on their marketing investment. Most direct marketing agencies have measurement flowing through their veins. Good direct marketing agencies ask about how the program will be measured before beginning. They can then ensure every decision made along the way links back to the critical objectives.

 

6. The tactics work within the larger marketing ecosystem.
Today, effective creative must apply ideas across multiple channels to create a unified and consistent experience. A strong direct marketing agency understands what role its communications play in the larger marketing communications lifecycle (the big picture) and business situation. And how to maximize the role of those tactics within the larger framework.

 

7. Provides strategy and thought leadership.
In today’s changing world, clients expect agencies to be on top of the marketing landscape. Marketing leadership expects agencies to understand best and next practice techniques that can positively impact their marketing objectives. Direct marketing agencies should be expected to identify strategies that apply to their clients’ industries and grow their individual businesses. It’s important to evaluate a direct marketing agency based on its thought leadership and the ability to drill down these practices into actionable applications that deliver response and results.

 

These seven criteria can be helpful whether you’re evaluating your current direct marketing agency’s work or choosing a new agency. Your agency’s performance has a direct impact on your marketing programs and return on investment of your marketing dollars.

 

 

Topics: Direct Marketing

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