We’ve come up with some direct mail 101 pointers to help you keep your direct mail business running smoothly, smartly and simply.
Save Money with Stock Changes – Reducing paper stock weight (but not quality) can save money by shaving off production costs on “non-critical” components. Changes, however, should be tested to make sure response rates stay consistent.
Test Smartly – Use your resources wisely and don’t test out just anything on a “hunch.” Consider the practicality of rolling out your idea if it does test well, including the impact on production efficiencies and costs.
Track Your Orders – Back end mistakes can cause significant misreads of results which can affect future mailings. Be sure that if your direct mail drives customers to your website you are able to track the mail respondents who visit your site, so you can determine how well your various lists performed, as well as overall results.
For more direct mail tips, check out CircSense’s Direct Mail 101. CircSense offers common sense and practical solutions for magazine publishers seeking to grow or launch a new title. To learn how to use