What Some Marketers Miss That Reduces ROI
By Modern Postcard

Just doing the homework - finding a target market and a competitive advantage - doesn't ensure success. Some companies miss the bulls-eye because they fail to consider these elements, which are critical to maximizing campaign ROI.

3 areas to check before launch:

1. Consistency. It's important that everything companies send out looks, sounds and feels the same. Hearing the same message over and over makes it easy for prospects to repeat - and spread - the word. Advice: Audit communication pieces and other touch points (faxes, invoices, e-mail signatures, etc.) for consistency.

2. Mailing frequency. This makes a huge difference, and there are some general guidelines. Advice: Companies should "touch" their primary market twice a month, secondary markets monthly and tertiary markets quarterly.

3. Variety. Basically, companies shouldn’t put their eggs in one basket and rely on just direct mail or e-mail. Advice: Hit prospects from all angles. And, include both value-added content (news/job tips) and promo materials.

---Source: Modern Postcard June 2008 newsletter






















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