In this case you have two costs.
Wednesday, 20. July 2011
Media, (lists, Search Engine Marketing, copy, creative, and offers can be tested). However, companies, especially in the small to mid-size business (SMB) community, don’t take advantage of the inherent tracking and analytical capabilities direct marketing provides.Historically, SMBs use local advertising vehicles (that were geographically, but not prospect/customer defined) such as: Penny Savers Val Pak, local co-op mailers or saturation solo mailingsFailing to test concepts before committing significant advertising dollars ignores direct marketing’s major advantage vs. Equally important, there should be a marketing budget with an actual line item for testing representing marketing dollars which may or may not work.Too often I hear questions asking what is an “average” response rate. It accounts for approximately 40% of the program’s success.