Direct mail doesn't work

Hi,

Direct mail doesn't work if... IF...

1. You send it to the wrong people.
2. You don't have a compelling proposition to deliver.
3. You don't spend enough on compelling creative.
4. You don't compare the cost per sale arising from mail with that achieved by other channels.

Targeting will account for around 60% of the outcome of your mailing campaign. The Offer you deliver will account for around 30% of your outcome. And the creative around 10%.

(By the way, all these principles apply online as well as offline.)

Cheers!

Michael Kiely