Thursday, November 17, 2005

 

The little things matter (sometimes in a big way)

When you're building a direct marketing campaign, you think about offer, copy, creative, list - things like that, right? Do you ever think about postage?

Most direct marketers don't. It's just what gets the direct mail piece to your target audience. But smart direct marketers know that every little thing can impact the responsiveness and success of your campaign.

Take postage, for instance. Do you use a stamp or indicia? What do your stamps look like? Do they reflect the tone of your overall message, or do they go the extra mile to further connect with your target audience?

A good recent article in Target Marketing magazine explored this topic, definitely worth a quick read. The story is about postage options, but don't let your testing stop there. Every single little thing in any direct marketing campaign can impact results.

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