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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Use Metrics to Monitor Costs
To survive a downturn, Smith recommended focusing on three marketing indices: new customers, existing 12-month customers and 13-month reactivated customers from a month-over-month and year-over-year perspective. A lot of mailers are cutting back by putting some of their tests or rollouts on the back burner for 2009. Smith advised analyzing and potentially cutting any campaign that is not presenting a 35 percent positive contribution after revenue.
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Britt Brouse
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