(And Will Probably Keep On Doing So!)
Even though we are most definitely living in the digital marketing age! Have or when is the last time? You or someone else you know in business. Actually attempted some type of direct mail campaign.
Make no mistake about it. The initial front end of these campaigns aren’t cheap, agreed? And unless or until you get proficient at them. You probably won’t even break even! Because the all too typical response rates.
Are somewhere between a half of one percent. Or barely two percent. which usually doesn’t even cover your initial front end cost, correct?
Look For Your Previously Untapped Marketing Opportunities!
Strictly for hypothetical marketing illustration purposes only. Let’s say my company routinely mails anywhere from 30,000 – 50,000 orders.
To my customer base. Or a specific segment of my customer base. Clearly it took or takes some sort of initial. Or ongoing cost to initially acquire my customers, correct?
And usually. Whether I primarily market on or offline. It took a series of ongoing paid ads, correct? And the on or offline campaigns which didn’t work. That money still came out of my ad, marketing and or promotional budget, did it not?
And typically, I have no practical way to recover my front initial front end expenses, right?
But if there is a way for those not exactly cheap expenses to be recovered! Or at least partially recovered. It’s definitely worth finding out about, right? 😀
Don’t Or Stop Overlooking Your Long Term Back End Marketing Opportunities!
Now what if I at least A/B split tested the following piggyback marketing strategy. I let non directly competing vendor A. Insert/piggyback one of their very best.
Market tested, extremely time sensitive offers in 7,500 or X amount of my 30,000 outgoing orders. And let non directly competing vendor B.
Insert/piggyback one of their best, market tested. Extremely time sensitive offers in another 7,500 outgoing customer fulfilment orders.
and whichever offer grosses the most on the initial front end mailing.
They now get included in the remaining 15,000 or X number of outgoing customer fulfilment orders. This simple marketing twist. Will probably allow me to either fully break even on my initial front end costs! Or actually earn a profit.
Before I figure in what I may also earn on the initial front end of those outgoing orders. Because all of my outgoing mailings.
Will also have one of my very best, market tested, extremely time sensitive, “Bounce back” offers included in the mailings too! 😀 Are you starting to better appreciate?
How you can systematically keep, at least some of your direct mail campaigns from constantly flopping? Say yes!
You Can Definitely Make Direct Mail Work!
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