WiseHorse Direct Mailing
Campaign Summary
智马直邮广告服务活动总结
活动名称 Campaign Name 客户 Client 代理商 Agency 执行时间 Execution Date 报告人
Report Composer
1. Overview
活动执行的背景 (The background of the campaign, please describe the current production positioning, past achievement and other media mix)
活动希望达到的层次化目标 (The expected hierarchical performance, please describe with measurable numbers.) Level 1: Level 2: Level 3:
Copyright WiseHorse Media (Shanghai) Ltd. 2001
For personal use only. Distribution and reselling are prohibited.
1
直邮广告所给出的促销优惠或其他推广性手段，在同一个直邮广告活动中，可以使用多个不同的推广手段 (The offer made within the direct mail, and multiple offer can be made for one campaign) Offer 1 Offer 2 Offer3
2. Data
直邮使用的名单组合 (Database Mix)
编号 名单来源和特征
单价 数量 小计 Number
Data source and selections
Unit Price
Quantity
Subtotal
名单1 (List 1) 名单2 (List 2) 名单3 (List 3)
1总计 (Total)
有未进行以下预处理工作：
The following enhancements have been applied 名单内部去重 (Intra-File De-duplication) 名单之间相互去重 (Cross-File De-duplication)
与客户自有名单去重 (De-dup with client’s in-house lists) 去除了该客户过去使用过的名单 (De-dup with past used data)
使用了特别的“称谓”过程，比如令 “市场部经理 收” (Special Titling, e.g Attn Marketing Manager) 进行了随机跳号处理 (Random nth record) 进行了分组编号 (Grouping key coding)
3. Mailing Piece
直邮包含的邮寄品 (Mailing Pieces Mix)
编号 邮寄品类型与描述
制作单价 数量 小计 Number
Mailing piece type and description
Unit Price
Quantity
Subtotal
1 2
3
2总计 (Total)
有未在邮寄品中进行如下处理：
Copyright WiseHorse Media (Shanghai) Ltd. 2001
For personal use only. Distribution and reselling are prohibited.
2
The following enhancements have been applied 使用了个性化的称谓 (Personalized Salutation) 包含有小礼品 (Small gift/premium included)
反馈工具上预先打印了收件人号码 (Key code pre printed on response sheets)
直邮广告制作涉及的成本 (Cost occurred for production and letter shopping)
项目 特殊执行描述
制作单价 数量 小计 Item
Extraordinary Logistic Description
Unit Price
Quantity
Subtotal
信封 Envelope 标签 Label 入封 Insertion & Sealing
邮资 Postage
3总计 (Total)
因此，该直邮活动的全部成本为： ＋ ＋ ＝
The total cost of the campaign is shown above (automatically calculated field, please don’t modify)
4. Results
按照不同的名单，直邮活动获得以下成果
名单1 (List 1)
名单2 (List 2)
名单3 (List 3)
小计 (Subtotal)
第一级目标 Level 1 第二级目标 Level 2 第三级目标 Level 3 销售金额
Sales Amount 名单总数
Reached Universe 反馈比例
Response Rate 发生成本
Cost Occurred 投入产出比
Return on Investment
按照不同的优惠手段，直邮广告获得以下成果
手段 1 （Offer1）手段 2 （Offer1）手段 3 （Offer1） 小计 (Subtotal)
第一级目标 Level 1 第二级目标 Level 2 第三级目标 Level 3 销售金额
Sales Amount 名单总数
Copyright WiseHorse Media (Shanghai) Ltd. 2001
For personal use only. Distribution and reselling are prohibited.
3
Reached Universe 反馈比例
Response Rate 发生成本
Cost Occurred 投入产出比
Return on Investment
5. Problems
名单选择 (List Selection)
促销优惠手段 (Offer Design)
时间安排 (Timing Arrangement)
邮寄品的设计与制作 (Design and Production of Mailing Pieces)
Copyright WiseHorse Media (Shanghai) Ltd. 2001
For personal use only. Distribution and reselling are prohibited.
4
反馈处理流程（销售跟进方法） (Response Capture and Leads Management)
-END-
报告人： 日期： 签名：
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Copyright WiseHorse Media (Shanghai) Ltd. 2001
For personal use only. Distribution and reselling are prohibited.
5
智马直邮广告服务活动总结
