Kerin Foster

Analysis of a Capital One Direct Mail Marketing

Kerin Foster
Analysis of a Capital One Direct Mail Marketing

Capital One direct mail Marketing. Many of us have received letters in the mail offering us to sign up for a credit card online, over the phone, or through the mail. Below is a representation of a direct mail campaign from Capital One:

A large credit card company such as Capital One transmits these direct mailers and offer three options to apply for the card: online, on the phone, or through snail mail. Within the mailer, Capital One includes the URL of application.capitalone.com. It is clear that Capital One is enticing readers to go online. They inform the potential customer that their Express Response can result in a decision in as little as 60 seconds by visiting their website.

The mysteries of Capital One’s direct mail campaign can effortlessly be exposed through the use of Google’s Keyword Tool. The image below represents the keyword application.capitalone.com as displayed in the Google Keyword Tool:

The chart shows us that approximately 22,000 people in a given month are reaching Capital One’s landing page by searching for application.capitalone.com in a search engine. So how might a competitor of Capital One’s such as Chase respond based upon this knowledge? Due to the fact that Chase data is comparable to that of Capital One, our own data can be compared to each method of response in the direct mailer:

Referrals Yielded:
Online 70%
Phone Calls 20%
Snail Mail 10%

Based on the referral data above, Chase can apply the 22,000 customers who searched for their URL to their internal company data and realize that approximately 40% of customers reached the application URL by using a Google search and that 70% of respondents to Chase’s direct mail used the online application to apply. Therefore, some math is obligatory. 22,000 customers divided by 40% = 55,500, divided again by 70% = an estimated 79,285 responses to Capital One’s direct mailer via all three methods.

So what’s the point? An important one. One piece of harmless data provided a competitor with a window of opportunity into Capital One’s closely guarded information, and unbeknownst to them, their well-managed direct mail campaign allows competitors to analyze their PPC data. From there, competitors are able to make more prudent decisions about their own direct mail strategies.

So now that we’ve analyzed the direct mail campaign, let’s take a look at what SEMrush works with to obtain this valuable datum. Below is an example of a SEMrush results page displaying the findings for www.chase.com/rewards.

SEMrush results are comprised of the following:

Keywords used, ranking position on Google, quantity of user searches per month (descending), CPC for each keyword, competition overview for each keyword, traffic percentage (ratio equating the number visiting the site from a search request vs. visitors from search results), cost percentage (estimated value of organic traffic generated the query contrasted to the cost of purchasing the same volume of traffic through Ads), number of results, and a trend column (consists of a bar graph representing the popularity of the search in the past 12 months).

…And to think, this is just a mere sampling of the vast types of data that are available by way of SEMrush software. These statistics can be applied as a method of assessing what strategies your competitors are employing in their PPC campaigns. This data can subsequently be used to adjust your own campaign accordingly. Attaining SEMrush data is quite simple and it is always current. Relative to the previous example:

The domain (chase.com/Rewards) is entered.

SEMrush obtains a list of keywords (both organic and paid) for chase.com/Rewards. In this case, keywords consist of: chase rewards, chase leisure rewards, chase rewards card, etc. All keywords are run against SEMrush data and subsequently listed initially in order of highest volume. All of the results are comprised into one table specific to the domain as described previously, and specific keywords and URLs can be investigated if desired.

These companies who try to shield their private inside information unintentionally yet reveal it nonetheless have the option to, no matter how small or large the company is, make more data-driven decisions and gain access to useable and strategic material with the use of tools that are openly accessible.

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