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Un-Marketing
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| Dec 05, 2006 11:57 pm |
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re: Question on Making Direct-Mail Campaigns Worth The Effort |
Joni Garcia
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Hi Lamar, I would just like to put in my two cents on this one. I don't think there is one way that works across the board for all campaigns. It depends on the offering and the audience.
Sometimes a lower quality, large mass mailing is best for a campaign and sometimes a small, high-quality targeted mailing is best or the right one could be anything in between. The challenge is to get to the right people at the right time using the right medium. And that boils down to KNOWING YOUR AUDIENCE.
For us and our audience, the number game works. Standard response is about 2% on a three-postcard series and then of course, it's up to us to close the deal. If we do, the mailing pays for itself.
Sometimes you just have to try a few things until you hit the right one, but the more you know about your audience the more time and money you save in the long run.
Your idea sounds like a good one because you are able to follow up, but I couldn't really comment specifically unless I knew the offering and the target audience. Private Reply to Joni Garcia (new win) |
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