Dying to Get Your Offer
“Donnelley Marketing also uses a proprietary source for additional hits or verification of the data, and we’ve noticed incremental gains in counts.”
What struck me here is that half of Donnelley's clients use it within the merge/purge process. Of course this depends on mailing frequency, but if you're doing merges more than a month apart (depending on updating schedule), the additional cost of adding this suppression to the merge will be outweighed by the savings in printing and postage spent on people who have passed on. Make sense?
* The reason I added the asterisk above is simple: Now is a great time to mail. There's less clutter in the mailbox, and less clutter means less competition for your offer. Over the next few weeks, I'll delve into the economy and how it relates to some self-fulfilling prophecies surrounding the direct mail business.
Jim Gilbert is president of Gilbert Direct Marketing Inc., a full-service catalog, direct marketing and social media agency. His LinkedIn profile can be viewed at www.linkedin.com/in/jimwgilbert. You can email him at email@example.com, follow him on Twitter at www.twitter.com/gilbertdirect or read his blog at gilbertdirectmarketing.wordpress.com/.
Jim Gilbert has been creating direct marketing programs that drive superior ROI for almost 30 years. Fluent in consumer or B-to-B, creative, operations, and analytics, he marries the strategic and tactical sides of direct and social media marketing in a seamless fashion that gets results. He's CEO of a multidiscipline direct marketing agency, Gilbert Direct Marketing, Inc., which focuses on direct mail, catalogs, DRTV, telemarketing, print, alternative direct marketing media and social media marketing. Jim has been involved in start-ups, expansions and turnarounds, and is an expert in helping multichannel marketers get to the "next level." He's a former adjunct professor, teaching direct marketing at Miami International University, and is President of the Board of Directors of the Florida Direct Marketing Association. Jim loves to talk direct marketing, and has done many lectures on direct and social media marketing.