How Marketers are Sabotaging Direct Mail Marketing Programs
I think we can all agree that a direct mail marketing program is only successful when it provides an increase in ROI. Then wouldn’t it surprise you to learn that many companies don’t measure the success of their marketing campaigns?
According to Nancy Arter, in a blog post entitled “Measuring and Tracking Your Marketing Effectiveness,” studies have shown that many companies don’t have the ability to track the redemption rates for their marketing campaigns. Instead of testing a few different campaigns before selecting one that works, “marketers simply move on to the next campaign without fully understanding what occurred in the last one.”
Along with being a waste of time, jumping from one marketing campaign to the next without learning anything is a good way to sabotage your marketing efforts. “Without some way to track the effectiveness of your marketing programs you are doomed to failure. Some time or another, you are going to be asked about the dollars that you are spending on your campaigns, how what you are doing is increasing sales or bottom-line profitability, or some such question. If you can’t provide proof of the success that you are creating through your marketing programs, management scrutiny will increase, your budget will be cut or worse.”
Printing Services and Print on Demand
Get more when you outsource for printing services
Statement Printing Blog
