Purpose and assumptions
The purpose of this initiative is to test Direct Mail as a channel for Univadis acquisition activities.
Assumptions:
- Via Direct Mail we may be able to reach users whose emails are not available and who are not responsive to email messages.
- Since there isn’t a lot of direct mail being sent today, Univadis invite may stand out more.
- We’ll be able to have a CPA close to that of email acquisition.
This initiative will test all of these assumptions on a small scale.
Assumptions:
- Via Direct Mail we may be able to reach users whose emails are not available and who are not responsive to email messages.
- Since there isn’t a lot of direct mail being sent today, Univadis invite may stand out more.
- We’ll be able to have a CPA close to that of email acquisition.
This initiative will test all of these assumptions on a small scale.
Target audience
- For this direct mail test we want to target users who are not members, and whose specialty is Oncology or Cardiology.
- We don’t want to use mailing addresses available in public database (NPI) since many of them are of the billing office and not of the physician’s practice, and they have a lower deliverability rate.
- We purchased a full list of US physicians’ mailing addresses from HDS.
- We will need to suppress all our current NPIs and non-targeted specialties from this list.
- We will also focus on office-based physicians, because they receive their mail directly and might have most interest in Univadis offering.
- We don’t want to use mailing addresses available in public database (NPI) since many of them are of the billing office and not of the physician’s practice, and they have a lower deliverability rate.
- We purchased a full list of US physicians’ mailing addresses from HDS.
- We will need to suppress all our current NPIs and non-targeted specialties from this list.
- We will also focus on office-based physicians, because they receive their mail directly and might have most interest in Univadis offering.
Campaign: eBook Offer
Campaign: survey + Gift Card
Campaign: Vitals
