Direct Marketing Program

My Direct Marketing Program Was a Success! Now What?


We talk a lot about developing a strong direct mail program – everything from list  development,      Direct Marketingtargeted messaging and calls to action. But what happens next?

Your marketing program was successful – people are redeeming coupons, visiting your store, signing up for your service. Are you capturing more data about them to use for future campaigns?

First, determine what you want to know. You can get pretty deep here, but below are a few data points you may want to consider.

  • Name?
  • Address?
  • Email address?
  • Product or service purchased?
  • Geographical area?
  • What and how did they respond to your marketing – email, in-store purchase, etc?

Try to keep your requests for more information simple. No one wants to answer 20 questions. It can come off as intrusive and really, the easier you make it, the better.

Look at it this way, I can go to ABC’s website to purchase a widget but I have to fill out a bunch of forms. Or I can go to Amazon and buy with one click. Even if Amazon charges me a little more for the widget, the ease of use has won me over.

You can see where we’re going with this. You can use this “beefed up” data to more effectively target your market, just don’t be creepy about it.


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