5 Tips to Improve Direct Marketing ROI
By
Joe Keenan
and Catalog Success
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5. Use testimonials. Consumers trust other consumers when it comes to product references because of their objectivity and independence from the company, the whitepaper says. Testimonials are most effective when they come from people similar to the recipient in some way. For example, a B-to-B mail campaign using a testimonial from someone within the same industry is more likely to lead the recipient to identify with the mail piece than using a testimonial from a company in a different field.
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Joe Keenan
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Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.
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Catalog Success
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