Can you believe 2011 is almost here? You probably can if you’re finalizing your direct marketing plans for the coming year. Before ringing in the new year, here are a few early New Year’s resolutions you should consider for maximizing your 2011 direct mail campaigns. Get started by thinking about your control/champion packages:
1. Evaluate what small changes could push stronger results
Consider window size, paper stocks, interactive devices, call to action treatments and personalization when developing potential testing opportunities. Small incremental changes can provide big results.
2. Define the Top 5 most critical elements in your mailing
Compile a list of possible modifications that could be easily tested for each element. Everything from fonts, font size and color should be considered. Once your list is complete, pick the testing options that you feel will have the greatest influence. Limiting your selections will give you clearer results.
3. Review your competition
Understand what elements are being leveraged by competitors and are recurring in each mailing. Design elements (side bars, call outs, charts and testimonials) and copy tone do have an impact.
4. Request a review
Ask your vendors to perform a creative review and make suggestions based on marketing trends and new technologies. Remember, some of your vendors may be able to see what’s working and what isn’t across a variety of industries. Those vendors can often provide insights that will measurably improve your direct mail campaign.
What other New Year’s resolutions would you recommend to improve your current control/champion packages?
Director of Creative Services
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