Optimisation - Step 3
In this article let’s consider how you can use optimisation with Direct Mail.
How can you optimise your mailing list? The most obvious first step would be to ensure it is completely up to date. However, there are more subtle approaches, even down to the type of envelope you use, or the wording of the message in the offer.
You might think some of these improvements are trivial, but it is important you measure the effect of changes to each individual component. Whilst these may be small, the cumulative effect could be significant.
Optimisation techniques can also be applied to your Internet marketing approaches and the good news is that you will see the results much more quickly. Remember, you may have invested heavily in having a website built, but it will cost you the same amount to drive 1 or 100 visitors to your site, whether or not they convert.
You can apply optimisation to regular emailings and improvements will invariably be cost free. Think of it this way. Every time you optimise you give yourself a pay rise.
Optimisation is an ongoing process and you may find the improvements made eventually become minuscule. You can help decide when to stop by asking yourself if this is the best use of your time for the returns involved, or whether you should be doing something else.
Written by Martin Boulton
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