Step 6 – Keep an Eye On Results and Make Changes if Necessary
This is arguably the most important step of a direct mail campaign – testing. There’s no point in running a direct mail campaign just for the sake of running it. Of course, you want to make sure it’s effective and generates results for your business.
When it comes to testing, here is the most helpful piece of advice we have discovered over the years – only test ONE element of your direct mailer at a time. The reasoning behind this is simple. If you change too many things, you’ll never be able to isolate the real problem.
For example, let’s say your current direct mail campaign is generating less-than-ideal results. You decide to change the tagline, design, and mailing location all at the same time and then relaunch the campaign.
Surprise, surprise, this time it’s a success! The problem is that you don’t know if it was the tagline, design, or mailing location that caused the initial issue. This is problematic for future campaigns because you still don’t really know what motivates people to respond and what turns them away.
Marketing is becoming increasingly competitive. Those who are better at capturing data and integrating feedback into their marketing campaigns will be able to achieve the best results. For more information on the importance of data in marketing, take a look at this article: Data-Driven Marketing: What It Is and How Can It Help Your Business?
Also, if for some reason your direct mailers aren’t generating the response you hoped for, here’s an article jam-packed with 9 clever strategies for increasing direct mail response rates.