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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Don’t Resort to Cutting Lists
One of the first places where marketers tend to mistakenly cut funding is in list acquisition and circulation. “It’s very easy to cut circulation. [But] what’s easy is not necessarily what’s right,” Smith suggested. She said that decreasing circulation is a quick fix that immediately increases your bottom line contribution. However, a year later, with fewer customers, constituents or qualified leads on the mailing list, marketers will need to reinvest in their list programs to maintain bottom line numbers.
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Britt Brouse
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