Businesses urged not to cut back on direct mail budgets |
May 2008 |
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In spite of current reports of economic doom and gloom, businesses have been advised to not cut back on their direct mail marketing efforts over the coming months.
Instead, companies should "buckle down" during this time of economic turbulence and take comfort in the knowledge that plenty of organisations have been able to weather a recession before.
That is according to Joy Gendusa from US-based Postcard Mania, who also believes that the best way for marketers to protect themselves and even flourish during the global slowdown is to make their campaigns better focused and more cost-effective.
"Figure out which form of advertising is making you more money. The more precise you get, the higher the return on investment you will get," she explained.
"Then channel your marketing budget to the avenue that is getting you the most return on investment."
Earlier studies have shown that investing in data quality and data suppression techniques are among the most effective means of generating high returns on direct mail marketing campaigns, with the initial outlay comfortably justified in the medium-to-long term.
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