Understanding the ROI of your Channel

January 21, 2008 at 4:49 pm Leave a comment

Q: I keep hearing that using direct mail is passe. I know it seems to be expensive. Should I consider using other channels instead?
A: Yes and no. Direct mail can be expensive, but if the ROI proves that it more than pays for itself (in other words, you’re making more than you’re spending on the direct mail program), than you should definitely include DM. However, we believe in using a multi-channel approach when it makes sense. You should consider testing e-mail, telemarketing, and any other channel that reaches your target market. Again, there’s no one answer and no magic bullet. Test in small volumes (so you’re not wasting tons of money if the test doesn’t work) and you’ll find channels and markets that work for you.


Entry filed under: Multi-Channel Marketing, ROI. Tags: , .

How to Find the Right List Average Response Rate

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

Trackback this post  |  Subscribe to the comments via RSS Feed

Let’s collaborate!

We promise to bring our direct marketing and business expertise to develop the best possible answer to each question posed. But, we don't know everything! If you see a question where you can add to our perspective, please comment and help round out the answer. We want Ask Direct Marketers to be the absolute best resource for direct marketers, and we can only get there with your help.


Add to Technorati Favorites


%d bloggers like this: