Basic Principles For Direct Mailing Lists

There are three key elements to every direct marketing campaign: the list, the offer, and the creative. Experts seem to agree that the single most important element is the list. In fact, many direct marketing professionals claim that the relative ratio of importance is: 70% list, 20% offer, and 10% creative. It is ironic, because this is also the element that is least well understood by small business owners and most often over-looked.

Before you start it is important to understand the intent of your campaign and develop a direct mail marketing campaign. Two common goals for small businesses are to either (a) convince existing customers to buy more (loyalty programs), or (b) convince new customers to purchase for the first time (sales prospecting).

Loyalty Programs:

The value to your business of any particular customer is known as Lifetime Customer Value