Understanding the ROI of your Channel
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.