While companies of all sizes invest in direct mail printing strategies as a way to reach consumers where they live, without testing their success, companies cannot expect to get the most for their money.
In her book Response, marketing expert Lois K. Geller explains how direct mail marketing can be tested and tracked to ensure profitability, Inc. magazine writes. Initially, small businesses may consider testing to be an expense they just cannot afford, both in time and money.
Geller writes, though, that small businesses can learn a lot about their marketing efforts by sending out material over and over yet with slight changes – the one with the best return, whether it is customer response, press or revenue boost, wins.
"For example, she explains, a restaurant owner can send out one mailing that offers a free glass of wine with dinner, and in another mailing, the offer could be a 10 percent discount on weeknight dinners. The offer that gets the best response could be continued while the other one is dropped," Inc. writes.
When crafting the initial test piece, however, a small business should ensure that they create a comprehensive strategy, including message, logo and layout, that best represents them as a business.
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