Know Your Audience
Direct mail can be a great conversation starter for cross-media campaigns
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Ed Glaser, chief marketing officer of Greenville, North Carolina-based AccuLink, offered a few examples:
- What are the objectives of the campaign?
- Who is the target audience you want to reach and what do you know about them?
- What channels best match the data you have?
- How much relevant personalization can you create from this data?
- How will you track the responders and non-responders?
- What is your follow-up plan?
- What data do you want to capture from the responders and how will you capture it?
- What makes you think this campaign will achieve your objectives and how will you measure success?
According to Glaser, if the data supports it and the target audience is expected to respond favorably to it, direct mail is generally an appropriate part of a cross-media campaign. In fact, direct mail is often the starting point in the conversation you're trying to build with your target audience.
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- Companies:
- AccuLink
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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