How to optimise your direct mail campaigns

Several years ago, we saw the advent of email and everyone jumped on that bandwagon. But as open and click through rates have slowly been declining, we are seeing less and less investment in this channel for prospecting efforts.

Building customer databases and maintaining meaningful, ongoing dialogues is still the order of the day. But marketers are seeing the delivery of richer content, and an attempt to serve it up in a more relevant way.

Marketing professionals went through this period when email became popular, and then discovered that direct mail AND email yielded the highest overall response for the lowest cost versus each channel as a standalone.

Part of the challenge is that newer marketing managers didn’t learn the basics of direct mail – either in college or once they entered the workforce.

Carolyn Goodman, President/Creative Director, Goodman Marketing Partners, passes on her advice in this new article. To read in full, click the ‘download’ link below.