We understand that as a Direct Marketer, you live and die by response rates. The troubling fact is that responses to Direct Mail, DRTV and Radio campaigns have steadily dropped over the past several years, despite the amount of money invested in them and abundant media opportunities. Why?

Customers are increasingly using the Internet to respond to DM campaigns, creating new challenges for Direct Marketers.

• Tracking: If you're like most Direct Marketers, you're unable to track your Web responses accurately and therefore get little or no credit for a significant portion of the responses resulting from your DM campaigns.

• Personalization: Customers seeking to respond to your DM campaigns over the Internet may find your Web site to be overly general and not customized to your DM Campaigns. Because the process of creating custom Web offers in conjunction with DM campaigns is too time-intensive, complex, and expensive for most in-house Web teams, you may be find it impossible to personalize the Web experience of your prospects.

• Performance: Most Web site shopping carts and order processing systems are not designed with the needs of DM Campaigns in mind. If you are experiencing low conversion rates online, its likely your current Web transaction system is ineffective and is causing your DM prospects to
  "drop out". Unlike your well-trained telemarketers and your well-designed response cards, your shopping cart and checkout process is not stimulating conversion rates.

It's no wonder that many Direct Marketers are reluctant to use a Web address in their DM campaigns.

Technical teams charged with creating and overseeing Web sites are struggling to keep pace with the demands of our multichannel environment. Enabling Web responses to DM Campaigns is a complex function requiring specialized experience and technology that is too costly and time consuming to develop in-house.

However, as more and more people turn to the Web to respond to your DM Campaigns, it is crucial that you take the steps to improve the efficiency of your Web responses and maintain control of your P&L.

The Indros Direct Response platform allows you to do just that.

Continue: The Solution