Optimizing your direct mail investment dollars for multi-location campaigns is done by considering the printing and mailing service efficiency of the entire campaign.  With cost cutting strategies to be shared among franchise owners to data capturing techniques for the head quarter marketing arm, the multi-location business can benefit from a number of simple strategies as shown below.

Printing Efficiency
Probably one of the largest expenses to your direct mail campaign is printing.  And with each store location all mailing various messages at differ times to different audiences, the process can be a monumental headache.  Ideally, your goal is to shore up as much of this print waste as possible.  One of the things you should consider is garne...

When done properly, developing a direct mail marketing campaign that fosters a continuing communication thread with your customers drives response rates upward.  While many direct mail marketers test one mailing list once, then move onto the next one, they ignore the value in creating brand awareness and the potential for an enriched relationship.  Courting new customers is about getting to know your prospects and them getting to know you, rather than one night stands.

Direct mail is a great way to drive traffic to your corporate website.  People readily flow from a message in the mail to more information in on the internet.  According to the U.S.P.S, many professionals prefer that vendors follow up by direct mail to apprise them of any new developments, rather tha...

Mailing lists come in all shapes and sizes and even more so, mailing lists can vary greatly with respect to price.  When it comes to your acquisition mailing, there are a number of pitfalls to avoid, thus increasing our chance for maximum response.  A good list broker can navigate your way through pitfalls, or plop you plum in the middle of one.

Repackaged Compiled Data
A common practice for some mailing list brokers is to filter a subset of a larger database of compiled consumers, and repackage that subset...

In relative terms, people do not change much.  We buy some of the same foods and wear some of the same cloths as we did 10 years ago.  So unless there’s physical relocation of your residence, or a life change event that occurs in your life, generally speaking, you’re probably the same person you were the last time you checked.  What has changed is a direct mail marketer’s ability to access mailing lists.

In the last 10 years, the internet has enabled businesses create new tools for building a custom mailing list.  Not only have targeted mailing lists gotten better,...

The job of a mailing list broker is not merely to sell you a list.  Selling you a list is but the final stage of the process.  A good list broker will do far more than just sell you something.  They will get to know your direct mail campaign, review your previous campaign details, evaluate what’s worked and what’s not worked, and finally make recommendations.

Too often the direct mail marketer is conditioned to take full responsibility in choosing what audience they will ultimately mail.  This is similar blaming Main Street for the Wall Street problems in our most recent debate over if we should have bailed out the U.S. financial system.  When home ...

Direct mail marketing response theory is the belief that over time, not only cost may change, but the same prospects may respond differently to the same direct mail campaign.  What a direct mail marketer achieved 3 or 4 years ago with the same list, same mail piece, and same offer may not be possible today.  The campaign cost have likely increased in several areas while at the same time, response for the offer may have decreased.

Direct cost change occurs in several areas.  Cost will change with paper due to the fluctuating cost of pulp and postage may change do to the ever increasing cost to deliver your mail.  Both paper and postage cost changes in ...