Will Shakespeare

It appears to be a common trend nowadays to say that direct mail campaigns are dead. The development of the Internet has certainly left many more avenues of marketing open but those who suggest direct mailing is dead simply are not implementing their campaign efficiently. Direct mail campaigns are all about trial and error. Try something, measure the impact, if it doesn’t work try something else next time. You need to work out the best ways to reach your target market and the best way to gain a response. Having worked in a company which bases itself upon direct mail campaigns, there are a number of options available. The first and perhaps most important item to remember is control. For every mailing campaign there also needs to be a control group (i.e. customers that do not receive the mail). It is then quite easy to measure whether SEOPressor or not the mailing is having an impact or if those who did not receive a mailing are responding anyway. By comparing the two groups it is relatively straightforward to see whether the mailing campaign has produced any significant effect on your profit margins. For example, the group who were mailed may have showed no noteworthy increase in spend compared to the control group meaning that the campaign will need to be thought through. Secondly, direct mailing campaigns need to be tracked on a month by month basis. For example, if a customer is part of your campaign in January and showed an increased spend because of this, how much are they still spending in October? Does your mailing campaign have longevity. Between these times it is more than likely that you would have launched further campaigns which have temporarily increased spend again.