I cannot count the number of times that a customer has come to us to say HELP, I’m not getting the response I need. So here are a few things we look at to help them out:
The first thing we have to do is find out what they are trying to do with their direct mail. Generally they are trying to do one of the following: Generate Awareness, Generate Sales Leads, Qualify Sales Leads, Generate Store Traffic, Sell Directly, Service Customers, Create Loyalty.
Once we have decided what they are trying to do we can focus the message to that end. A focused direct message with bullet points is most effective.
The next step is to take a look at the list. You need to be marketing to the correct people for your message. Once you have a solid message and audience your ROI will increase.