World Marketing Research Blog

Direct mail is a lot like blackjack . To win a blackjack you need to be aware of the odds at all times and play so that you are maximizing your chances to win while minimizing your risks. The same is true with direct mail. Direct mail is "played" so that you maximize your chances of winning and reducing your chances of throwing money out the window. Each right move helps you increase your response rates and your return on investment. Mistakes, on the other hand will cost you responses and cost you money. Here's a few common mistakes and some proven direct mail and marketing tips that will help you maximize your success.

One of the first things I do with clients is determine their relationship with the post office . Why? Because in order to be an effective marketing organization, they will need to get pretty cozy with them. I admonish you to shake off the image of our mail system as being anything other than a highly reliable and valuable strategic business partner. After all, they help to deliver your message to a targeted group of prospects in an inexpensive way. And these prospects will buy depending upon the right message. Think of your mail carrier as a kind of sales director and the letters as sales sentinels without the downside of having to pay benefits. Direct mail has been and remains the marketing champ for efficiency. It is still the most cost-effective tool for creating and maintaining interest as well as gaining valuable information to re-use in other marketing media. In terms of return, you need to determine how much a sale is worth to you over the lifetime of t...