Mailer Madness
• Jim Herrin, envelopes & packaging segment leader of DuPont Nonwovens, Wilmington, Del.
PP: What makes for a successful direct mail campaign? How does your company stay competitive?
Johnson: The most important part of any direct mail program is the mailing list. It accounts for 40 percent of your success. The next most important thing is the offer (30 percent); then, new creative (20 percent); and timing (10 percent). Most people skip the lists and offer and jump into brand new creative [or] formats. That’s the wrong approach ... focus first on lists, then offers and then creative. ... [Also,] the fastest way to ensure success is to communicate relevancy to your customers and prospects. [Remember,] the customer [or] prospect is in control today, not the marketer. Thus, it is imperative to test different messaging to determine what works best for each segment that you market to.
- People:
- Grant A. Johnson