Direct Mail Don t Assume Just Test and Track
Below is a MRR and PLR article in category Business -> subcategory Marketing.
Direct Mail: Don’t Assume, Just Test and Track
Summary
Navigating marketing without data is like flying blind. Here's how to effectively manage your direct mail efforts.Introduction
Many novice marketers have misconceptions about direct mail, especially regarding budget and scale. It's crucial to start with a clear marketing budget and aim to generate the maximum number of leads from it. You might worry, "What if all 2,000 postcards I send generate responses?" While it's unlikely that everyone will call, it's important to be prepared for increased traffic and maximize your ability to handle it.Spending and Scaling
Consider if you send out 4,000 pieces every two weeks but worry about handling excess calls. Instead, you send only 2,000, resulting in some downtime where you could have closed more sales. Saving $400 on marketing might seem wise, but the potential income from maximized sales likely outweighs this. In the long run, investing in your marketing helps you increase revenue rapidly.Tracking Results
It's essential to have multiple strategies to attract new customers. But how do you determine which ones work best? Implement a tracking system to assess performance.Example Scenario
Suppose you launch a postcard marketing campaign and send out 3,000 postcards, resulting in 30 calls. Without tracking, it's challenging to know if these calls came from the postcards, especially if you had 8 calls the previous week without any mailings.Solution
Simply ask each caller, "How did you hear about our company?" Consistent questioning will provide valuable insights into the effectiveness of your marketing efforts.Advanced Tracking
As you send out postcards to various lists multiple times, identifying the source becomes more complex. To solve this, include a marketing code on each postcard that specifies the mailing list and date. This allows your team to easily track which postcard prompted the call by asking, "Could you read me the marketing code above your address?"Conclusion
Avoid making assumptions about marketing strategies if you're not informed. Gather data meticulously and base future decisions on solid evidence. This approach ensures that your marketing is both effective and efficient.You can find the original non-AI version of this article here: Direct Mail Don t Assume Just Test and Track.
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