Ok, this week I’m going to start with a confession. I’m going to admit that when I started compiling the topics for this series of Direct Mail blogs, ‘Insight’ was not an obvious candidate for inclusion.
Behaviour is an important factor in Direct Mail campaigns, affecting not only the way the customer reacts to the campaign, but also how you need to approach them.
This week we'll look at one of the most important things you need to consider when creating a successful Direct Mail campaign, namely the product or service that you feature.
With Direct Mail, timing is crucial. In fact, according to one expert, it accounts for 20% of the key criteria for a successful campaign.
In the UK, 21.9 million people respond to Direct Mail campaigns each year. That means at least one third of the population is open to the concept, if the message is right.
There was a really interesting article on Econsultancy recently from a gentleman called Ashley Friedlein, who’s been experimenting with the concept of what he calls Multi- or Omni-Marketing.