Direct Mail: Finding Lift in Your Data
To be effective, a direct mail campaign must have a real goal that identifies engagement expectations by customer segment, anticipated response rates, target revenue goals and a means for tracking each of the anticipated data points. The basic questions are:
• What is the revenue goal for the campaign? You might express it as revenue per mail address, revenue per neighborhood or region or revenue by type of customer. But you need a goal.
- 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.