Presenting an analytical framework for performance indicators of the direct mail marketing communication channel in the context of a retail bank

For the finishing of my study Business Administration I have done research at the department Mail of the company ING. Mail supports work related at sales and service activities. A number of these services support Mail also to the customers of the other divisions within ING Retail. Mail answers all written, not-standard, customer questions and remarks, and deals with questions that cannot be answered immediately by telephone or e-mail. Mail develop sales actions, and support outbound mail. This concerns for example physical mail. The research is carried out in the context of the performance indicators of a direct mail communication channel. The high investments of direct mail marketing communication are becoming a main concern of retail banks which increases the need for an effective way of evaluating the value of physical mail within organization.