News
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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 www.modernpostcard.com.
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Melissa Data
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