4. What is the budget for this marketing campaign?
It is critical to establish your budget early on. Mail campaigns benefit from redundancy; response rates often climb with each follow-on mailing for the first three mailings, and start to drop with a campaign’s fourth mailing. Unless you have the budget to do some smaller runs (something digital printing makes possible) to test different variables, such as calls to action and offers, you may be wasting time and money doing a mail campaign altogether. Reduce your mail list if it means you can mail more frequently to a smaller list. Three mailings to a mail list of 5,000 usually produce better results than a one-time touch to a mail list of 15,000. You may also benefit from integrating a personalized URL landing page. Web sites are used to expand marketing messages, and capture and qualify mail recipients by integrating other channels such as e-mail or phone touches.
- Companies:
- Heidelberg
- Xerox Corp.