1. Do the Math-- Strategy your direct mail marketing project. Start by determining how much earnings and unit sales the project need to generate to recover cost. Remember, it's response that matters percentage reaction rate comes second. Simply put, your campaign may actually be a huge moneymaker, even if it has a low percentage response rate.
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2. Always Key Code, Record, and Examine Outcomes-- If ordering several lists-- Assign a key code to each list, record and evaluate the responses for each code. You'll see which files are working much better than others. Do this on every mailing.
When e-mail marketing, use coded links to a special order page on your website. Lots of mailers do the essential coding but disregard to record and/or evaluate, so they never ever learn what works and what doesn't.
3. Test Everything Else, Too-- Copy, plan design, deal, rates, and timing are key elements that can also impact a direct mail campaign. Keycode, record and evaluate results of each modification in your mailings.
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