Mailing on a Shoestring Budget
With less mail volume and marketing dollars in the mix, it’s time to re-examine direct mail programs
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Britt Brouse
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Moreover, Johnson, who described himself as a contrarian, asked, if your competitors are cutting back and going smaller due to budgetary constraints, why not test an oversized package? “Because of tightened budgets, there is an abandonment of traditional direct mail packages for self-mailers and/or postcards—which is fine if you test them and you can get them to work,” Johnson said. “But if everybody is going smaller or different, I’d like to go larger.” If marketers normally mail a #10 or self-mailer, he advised testing a 9x12” or 10x13” to really stand out in the mailbox.
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