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Marketing Tips - Issue 29

1) TRACKING CODES -- Tracking codes are essential to calculating program ROI. Common sense tells you to place a key code on your reply form. But few marketers consider the tracking code for inbound phone response. This means that if you have a phone number on a brochure, letter, buckslip, you need to include the tracking code as well on each piece. Otherwise, you will be frustrated by a quantity of phone responses which cannot be tracked to a specific effort, guaranteed. Think about using unique telephone numbers or unique extensions.

 

2) THE POWER OF TOUCH -- Good mail packages are finger candy. They beg to be peeled, scratched, slid, ripped, zipped, popped, unfolded, and wiggled. Design your kit to get physical. Once the hands are involved, the mind follows.

 

3) 80% OPEN & READ RATE -- On any given mail day you may expect that at least 80% of your targeted readers will read or scan your mailing, assuming that you have been diligent in specifying your list. Compare that statistic with general advertising read rates. For more insight, check out the USPS Household Diary.

 

Marketing Tips posts authored by Leslie Goldstein of the USPS.