Rick is a client of mine for whom I’m trying to help “crack the code” on direct mail for his Medical Clinic. I sent out a tear-sheet mailing for Rick last year with marginal results. He didn’t lose any money and he didn’t make any money. Actually, marginal results on your first mailing are not […]
Did you hear the one about the direct mail marketer who sent out a piece with the wrong phone number? Sorry – there’s no punch line to this story. It’s just a very sad tale. Some lessons are just learned the hard way, but this one doesn’t have to be. Hopefully by reading this you’ll […]
Your sales piece, going out into thousands of homes, represents you and your business. So, you want it to look its best. You’re depending on your printer to provide an attractive, quality product. So choosing the right printer is critical. You need to go through a certain procedure to make sure you select a printer […]
What disaster could be more obvious than a natural disaster? Hurricanes, tsunamis, and tornados are all examples of disasters that will lead to disastrous results. Natural disasters will definitely have an impact on your direct mail campaign. You will likely see a severely lowered response rate which could cost you thousands of dollars. Predicting the […]
Let’s say you sent out 10,000 sales pieces, but where on earth did they go? And what condition were they in when they arrived? Unless you know for sure that they were delivered to the right place in the right condition, you’ll never know how to judge the effectiveness of your sales piece, your list, […]
You could be seriously underestimating the effectiveness of your advertising program. How would you judge the results of a direct mail campaign? If you only look at your customers’ initial purchases, you are missing the big picture. An effective campaign brings in customers who remain customers. What is Lifetime Value? Over the years I’ve consulted […]
