Join Trish Witkowski for an in-depth discussion in this video Frequency or reach, part of Learning Direct Mail Strategy.
…Often marketers make the decision to cast a wider net…rather than to send a smaller list of prospects multiple mailings.…While you may reach a wider group by sending…to the larger list, bear in mind that marketing…is a relationship and that it's very difficult to…establish a relationship with a single exposure to your brand.…In fact, this is where many marketers give up on mail.…This is where the disconnect happens.…They make a mail piece, they send it out once, and then they decide…that mail just doesn't work.…Establishing adequate frequency for your mail…campaigns is critical to the campaign's success.…
So the next time you consider sending a 100,000 mail pieces…to an extended list, consider sending…25,000 solid prospects four mailings instead.…In most cases, your customer needs to get to know you and…to see your brand several times before they'll commit to the first sale.…Marketing is a relationship, and relationships…need attention in order to grow.…
- Defining the mailing list
- Keeping your mailing list up to date
- Creating the offer
- Formatting strategies
- Using special packaging like varnishes, stamps, and stickers
- Leveraging technology, such as variable data printing
- Adding an Intelligent Mail barcode
- Green mail strategies
- Tracking and measuring results from your direct mail campaign
Skill Level Beginner
Learning Print Production (2012)with Claudia McCue4h 26m Beginner
Print Production: Spot Colors and Varnishwith Claudia McCue1h 57m Intermediate
1. The Audience
2. The Message
3. The Format
5. Leveraging Technology with Mail
6. The Environmental Argument
Green mail strategies4m 51s
7. Testing, Tracking, and Measurement
Next steps1m 36s
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