Successful direct marketing requires analysis, timing, and creativity. Sometimes, however, despite a binder full of data to back up your decisions, you still don't get the response you desired. What can you do? Take a look at your campaign in terms of
• Offer. Did you stray from your typical offer in terms of price, payment accepted, incentive, etc? If not, should you?
• Design. Usually, change is a good thing. However, if you're marketing a signature product or service in a completely different way, your existing customers may not have recognized it and overlooked it.
• Rental lists. Talk to your list broker. If a list you rented for a current campaign underperformed compared to previous mailings, inquire about the list. Did ownership change hands? Did the owner's criteria or source of names change?
• House lists. When was the last time you checked the accuracy of your customer names and mailing addresses? If your contact names seem to be aging with no recent activity, you may need to check your...
• Competition. If your competition changed its marketing tactics, improved its own version of the product or service you're offering, or bested your best offer, you may need to re-evaluate more than just your layout and list selection.
While you may not always find the answer to lower response in the issues above, they do provide a good starting point for your investigation, which could lead to a smarter, higher-yielding response rate on your next campaign.
Do you have a better suggestion to offer or a challenge you'd like help with? Say it here. Your comments are always welcome
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