Marketers today are under pressure to tap every possible channel to enhance ROI—and that includes direct mail. Following are additional elements of a mailing campaign to consider that go beyond the typical attributes of the offer, the creative and the database, according to a piece in Multichannel Merchant.
Delivery Day
Target your delivery within a three-day window in order to generate a higher response rate.
Cadence Execution
Most marketers mail the same person multiple offers in what’s termed a “cadence.” Monitor its execution to ensure recipients are receiving the offers in the order that’s intended.
Postage Optimization
Optimize postage costs—which in certain cases means a cost increase—so that consumers receive mail pieces at a time that generates the highest response rates.
In-Home Dates
Rather than focusing on a specific date that mailings begin, embrace an “in-home” strategy, which targets consumers within an optimal three-day window.
For more ways to improve your direct mail campaign strategy, read on in Multichannel Merchant.
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