Done is better than perfect, as long as you learn from it
I would love to tell you that marketing is perfect and exists in a vacuum but that isn’t the case. Sometimes ad campaigns flop and sometimes your business grows in spite of your marketing efforts, that’s life, that’s business. In general, advertising at all is better than nothing. Do you remember the last company you patronized that stopped marketing? Neither does your customer.
What you should be asking is: What worked, why, and how can we do better next time? This leads nicely into our next point:
Advertising great David Ogilvy once said, “Never stop testing, and your advertising will never stop improving.”
What has worked won’t always and the new thing might be too new to be effective. Trying a new strategy with your copy, experimenting with variable imaging, or sending different messaging to different regions are a few examples of how you can try new things with your direct mail campaigns. Of course, with any marketing initiative, there’s the ever lingering question of:
What kind of ROI can we expect from this?
This one can be especially difficult if you are trying a new program or simply don’t have ROI data from previous campaigns. If you can find it, you should be able to get some idea of what you can expect in terms of ROI. If you do have previous campaign data but need some assistance looking at it, send it to us and we can help you.
If it’s a direct mail campaign, here’s some handy information to help you with this question: https://www.compu-mail.com/statistics/25-direct-marketing-statistics-for-2020