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What Response Rate Should You Expect from Your Direct Mail?
Marketers often ask what type of response rates they should expect from their direct mail efforts. The answer is actually quite simple: it depends. Response rates from one half of one percent (0.5%) to two percent are often mentioned within the industry. But in reality, direct mail response rates are highly variable. In my experience, …
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A Secret Weapon for Developing Award-Winning Campaigns
The Use of Information Researchin PR & Marketing Campaign DevelopmentAll good public relations and marketing campaigns start with research.Some seek the “big idea” for the successful campaign, but more often than not, big ideas are actually generated from an astute understanding of the realities of the particular marketplace – an understanding made clearer and grasped …
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Understanding the Two (or Three) Types of Direct Mail Response
For the purpose of tracking the results of your direct marketing efforts, there are at least three types of responses: Active Responses are those where the individual sends in a business reply card, calls you on the phone, or otherwise takes an action recommended in your piece. Your call center or receptionist should be tracking …
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CRM, Direct Mail & All that Jazz
This is an index of Unsolicited posts on customer relationship management, direct marketing, direct mail, data warehouses and so forth: The Latest Buzzword: Return on Customer Understanding Newcomer List Sources, Vendors and Programs Are You Seizing the Opportunity to Capture Newcomers? How Direct Mail Tactics Can Harm Reputation Why Postscripts Are a Mandatory Element in …
