Direct Mail: Finding Lift in Your Data
• How many individuals are you trying to communicate with?
• How many individuals have responded in some way to each of the last three campaigns?
• Did each of the last three campaigns grow in response rate?
2. Know where you are trying to go. Oddly, many companies embark on direct mail campaigns without defining an engagement goal. In some companies, the direct mail campaign is even a legacy event—it's done because it has always been done.
- Companies:
- Eastman Kodak Co.
Pat McGrew, M-EDP, CMP is the Director and Evangelist for the Production Workflow Service at InfoTrends. As an analyst and industry educator, McGrew works with InfoTrends customers and its clients to promote workflow effectiveness. She also has a background in data-driven customer communication, and production printing with offset, inkjet, and toner. Co-author of eight industry books, editor of "A Guide to the Electronic Document Body of Knowledge," and regular writer in the industry trade press, McGrew won the 2014 #GirlsWhoPrint Girlie Award for her dedication to education and communication in the industry, and the 2016 Brian Platte Lifetime Achievement Award from Xplor International. Find Pat on Twitter as @PatMcGrew and LinkedIn.