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01/18/2019
Start 2019 off Right with a Better Direct Mail Marketing Strategy
Source: Target Marketing, January 17, 2019
Start your 2019 year off right with a better direct mail marketing strategy. The DMA has reported that customer response rates increased year-over-year by an impressive 43% and prospect response rates more than doubled — reporting an astounding 190% increase. The USPS "Household Diary Study" found that people read postcards in greater numbers with a 3.9% YOY rise. With these results in mind, is your current direct mail strategy working as well as it can?
We all set goals and expectations for our direct mail campaigns, but they don’t always go as we expect them to. Working on a better strategy can help us achieve better results. Before we get started on 2019, we need to look at our 2018 results. Did customers and prospects show interest but not purchase from you? Was there no interest at all or just below your expectations? Did you have any known issues with campaigns in 2018? Focus on both who bought from you and who did not. Are there any likenesses between the people in each group? In many cases, we will find that there are common issues with people that can help us better target the ones who did not buy.
Read more about the Direct Mail Elements and the rest of the article.
