5 Tips to Improve Direct Marketing ROI
* ZIP + 4 Codes;
* standard street and 2-letter state abbreviations (e.g., Ave, NY)
* eliminate all punctuation; and
* capitalize everything in the address.
2. Track down the right lists. Effective campaigns target those consumers or businesses most likely to be interested in your product or service. Getting your message to your target audience generates higher quality leads and increases ROI. In addition to basic demographics such as age, income, home ownership and gender, be sure to ask about selections based on interests (e.g., golf, travel), propensity to respond to direct mail offers and purchase behavior. Business prospects can be targeted based on industry, company size, job title, headquarters vs. branch locations, number of years in business, among other criteria.
- People:
- Joe Keenan