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Each ClearMarket client follows a six-step process that reflects our simple, systematic approach to direct marketing:

1. Assess your marketplace.
   Before launching a direct market campaign, you need a plan. That plan starts with essential data:
   
   
   1. How many people are in your market area?
   2. Is the geographic dispersion important for your type of business?
   3. What are the demographic breakdowns?
   
   ClearMarket’s tools root out answers to these questions and more so that planning can begin. We use an extensive Help System (the Guide in the DMM), Target Selection, a Contact Management System, and Google Earth visualization, to cull and collect relevant information.
   
   
2. Position your product or service to appeal to that marketplace.
   After you’ve assessed your marketplace, it’s time to determine the benefits and features of your product or service and how you’ll position it with a competitive edge.
   
   
3. Devise approaches and test for effectiveness.
   ClearMarket provides clients everything they need to conceive, design and implement direct mail campaigns targeted to a small sampling of their market. Keeping initial runs small will yield accurate predictions for how the marketplace at large will respond. If you generate 30 responses from a test run of 1,000 pieces, for example, then you’ll likely receive 300 responses from a 10,000-piece run to an identical market. Once you hone in, you can splurge with confidence.
   
   
4. Take measurements, compile results, establish a control.
   ClearMarket’s approach to direct marketing is scientific—with the first mailing we establish a “control.” We measure the response of future mailings against the initial control to determine how each campaign is progressing. You end up with far better results using ClearMarket’s resources and tools than you would operating by gut feel, because you plan each campaign based on actual data—no more wild guesses or going with your gut.
   
   
5. Predictably make money!
   Using the knowledge and data you gather using ClearMarket’s affordable marketing tools, you can see what works and repeat success, investing with a predictable return. Any viable business can collect and act on this essential marketing information and predictably make money. With experience, good planning and patience, you’ll steadily increase your bottom line.
   
   
6. Continually test against your control to maximize your return on investment.
   Direct marketing the ClearMarket way doesn’t end with one or two campaigns—it’s an ongoing process. As time passes, you can pour more resources into direct marketing because you’ve determined what works and know that people will respond. When you venture into a new, unproven market, you start the process all over again with a new series of small runs. And ClearMarket will be right there with you, providing everything you need for direct marketing success.