With times as tough as they are it is imperative that mailers are armed with the information and resources required for investing wisely in direct mail efforts.
As a publishing broker in the direct marketing industry, it is important for me to help my clients maximize their efforts while spending the least amount of money possible.
One way I can do this is to know what works for them and stick with that formula.
In our industry, we can measure success by response to an offer. However, even though we have numbers to work with, we need to know what to do with them and how to analyze them.
Numbers play a key role in direct mail. When 3-million pieces are mailed we can determine what percentage of recipients respond and the amount of revenue that is generated. We can see which lists have worked and what types of lists have worked. There are many ways we can utilize this data to maximize our efforts in the mail.
As a broker, clients often have us review results from prior mailings on both outside prospecting lists and house files. We analyze the data by putting it into simplistic categories and utilize that information to mail to a more targeted audience. Depending on the mailer and what they feel comfortable sharing, data can be broken down in a number of meaningful ways.
One thing we look to do first and foremost is code by type (the source, buyers, compiled, subscribers, members and so on) and category (men
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