How to use the Direct Marketing Dashboard

Overview

The Direct Marketing Dashboard provides a centralized view of package fulfillment operations, processing timelines, and campaign execution efficiency. It's designed to help fulfillment team members and managers track package progress through the printing and mailing workflow, meet Service Level Agreements (SLAs), and ensure that marketing outreach is executed consistently to meet campaign targets.

The dashboard is divided into two sections:

1. Today's Tasks: Time-sensitive activities requiring immediate attention to maintain workflow efficiency. These include re-sending returned packages, managing packages in various states of preparation, and coordinating sending and receiving packages with The Printing House (TPH).
2. Performance Metrics: Historical tracking of package send volumes and campaign execution across different time periods. This section provides insights into fulfillment capacity and overall campaign productivity to support strategic sales planning decisions.

Dashboard Sections

Section 1: Today's Tasks

Tasks that must be completed immediately.

1 (a) Return Mail Packages to Resend

• What it shows: Count of returned packages with updated address information ready for immediate re-mailing. These packages were previously returned as undeliverable, and business development has since obtained corrected addresses and completed their address verification tasks.
• How to use it (for team members): Identify all packages requiring re-mailing, retrieve the updated address information from the CRM, prepare new envelopes with the corrected addresses, and mail immediately. Document the re-send in the CRM. If you cannot complete the re-mailing by end of day, notify your manager immediately with the ticket and reason for delay.
• How to use it (for managers): Monitor daily completion of returned package re-shipments to ensure no delays in prospect outreach. These packages represent prospects who have already been contacted for address verification, so timely re-shipment is critical to maintain campaign momentum and avoid further delays in the sales pipeline.

1 (b) Packages Scheduled to Send to TPH

• What it shows: Packages that have reached or exceeded their scheduled send date to the third-party printing house (TPH). "Outside SLA" status indicates packages that have missed their target dispatch timeline and require immediate action to prevent campaign delays.
• How to use it (for team members): Export package lists that have reached their target send date, dispatch them to TPH immediately, and update the CRM with the actual send date to move packages out of this queue. Prioritize any packages showing "Outside SLA" status to minimize service level agreement breaches.
• How to use it (for managers): Ensure timely dispatch of packages to TPH to maintain printing and delivery schedules. Monitor SLA compliance and address any recurring bottlenecks that cause packages to exceed target send dates. Coordinate with TPH if additional processing capacity is needed to handle volume spikes.

1 (c) Packages With TPH

• What it shows: Packages currently with the third-party printing house, displaying envelope preparation and stuffing status alongside key timeline milestones. This tracks the 2-week fulfillment cycle from TPH dispatch to final mailing.
• How to use it (for team members): Begin envelope preparation (writing names and addresses) 7 days after the TPH send date (Wednesday). Download the package list from this report and update the CRM by setting "Envelope Prep Status" to "In Process." Complete envelope preparation by Friday, then update the CRM to "Complete." When packages return from TPH the following week (Monday-Tuesday), begin stuffing prepared envelopes with printed materials and update "Stuffing Status" accordingly. Monitor target dates to ensure Wednesday mailing deadlines are met.
• How to use it (for managers): Track the 2-week fulfillment cycle to ensure envelope preparation begins on schedule (7 days post-TPH send) and stuffing operations align with package returns from TPH. Monitor status progression to identify bottlenecks that could delay Wednesday mailing targets and ensure adequate staffing for preparation and stuffing phases.

1 (d) Packages Returned From TPH

• What it shows: Packages received back from the third-party printing house requiring final processing before mailing. This report tracks stuffing completion status and identifies packages ready for dispatch or requiring additional processing steps.
• How to use it (for team members): When packages arrive from TPH, update the CRM with the "Received From TPH Datetime" to move packages to this report. Complete stuffing operations (inserting printed materials into prepared envelopes) and update "Stuffing Status" to track progress. Once stuffing is complete and packages are mailed, update the CRM with "Package Sent Date" to remove them from this queue and complete the fulfillment cycle.
• How to use it (for managers): Monitor timely processing of returned packages to maintain the 2-week fulfillment schedule. Ensure stuffing operations are completed by Tuesday for Wednesday mailing targets. Track completion rates and identify any delays in final processing that could impact campaign timelines or SLA compliance.

Section 2: Performance Metrics

Metrics to assess your performance and how it relates to your team's performance.

2 (a) Initial Packages Sent – Last 30 Days

• What it shows: Weekly breakdown of initial packages successfully mailed to prospective advisors over the last 30 days, segmented by geographic region and decision-maker type.
• How to use it (for team members): Review your weekly fulfillment output to confirm you are meeting campaign targets and maintaining consistent productivity. Identify weeks where fewer packages were sent and determine if delays were due to workflow bottlenecks, TPH processing issues, or other operational factors.
• How to use it (for managers): Monitor trends in weekly package sending rates. Address any declines by reallocating resources, adjusting outreach priorities, or reviewing workflow bottlenecks.

2 (b) Follow-Up Packages Sent – Last 30 Days

• What it shows: Weekly breakdown of follow-up packages that have been sent to prospective advisors over the last 30 days.
• How to use it (for team members): Ensure follow-up timelines are met for all prospects. Identify gaps where follow-up packages were delayed and address them in future outreach.
• How to use it (for managers): Track adherence to follow-up schedules. If follow-ups are consistently late, review processes and provide additional guidance to ensure timely execution.

2 (c) Initial Packages Sent – Total

• What it shows: Monthly breakdown of the total number of initial packages that have been sent to prospective advisors.
• How to use it (for team members): Compare your monthly totals to past performance and ensure they align with campaign goals.
• How to use it (for managers): Assess whether monthly sending volumes are meeting overall marketing targets. Use this data for long-term planning and resource allocation.

2 (d) Follow-Up Packages Sent – Total

• What it shows: Monthly breakdown of the total number of follow-up packages that have been sent to prospective advisors.
• How to use it (for team members): Track your follow-up consistency over time. Aim for steady or increasing numbers that align with campaign needs.
• How to use it (for managers): Evaluate the follow-up completion rate across the team. Identify if low numbers are due to fewer leads, missed follow-ups, or inefficiencies in the process.