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When times are tight everyone’s looking to get the most bang for their buck. It almost goes without saying that every business at this time is looking over their expenses (advertising too) to see where they can cut costs. Some companies are giving up direct mail marketing for the time being all together. This might be the only option for some, but will result in missed opportunities and lost revenue. Not everyone has a home phone number, or an email address, nor does everyone read magazines and newspapers. But everyone has a mailbox.
The best option for everyone during these times is not to abandon your direct mail campaigns completely, but to evaluate them and look for ways to increase your return on investment.
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Don’t forget this old rule “Garbage in, Garbage Out”.
My third tip is remembering that your results will only be as good as the data you start with. Remember to purge Duplicate NamesAddresses and Opt-Out Persons from your database or Mailing List. In addition, having a solid Move Update process is important too. Mailing pieces twice to a person that will inevitably be returned is an obvious waste. Not only a waste of your money, resources, and time, but a waste of USPS money and resources.
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