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Execute Great Direct Mail Campaigns Good planning and strong execution result in great programs
Really great direct mail campaigns don’t happen by accident. They are the grand result of a well-orchestrated business planning process, which culminates in engaging the intended audience in a timely manner and compelling them to respond in a desired way. Sounds fairly simple, but we often find it difficult to accomplish. Have you or has your team ever experienced any of these mistakes?
1. The wrong recipient receives a high-target offer.
2. Intended recipients receive the wrong offer.
3. The intended target receives the right offer, but too late to respond.
4. Intended recipients receive multiple mailings for the same program.
5. The direct mail piece contains the wrong validity dates.
6. A phone number is misprinted, resulting in no response.
7. The mailing sits forgotten on the loading dock, never delivered to the
intended audience.
Each mailing error is the result of a different problem, but all of these — and others not mentioned — can greatly diminish the return on your investment and generate significant customer service issues. Each mistake is avoidable by developing good project management skills within your work teams.
