Number One
Facts and figures from the DMA 2009 Statistical Fact Book:

• Previous customers are much more likely to respond to direct mail over other forms of communication
• Postcards are more likely to be read when compared to other pieces of mail
• Mail piece size has a significant impact on opening/reading rates
• Direct mail is 39% of budget compared with 11.35% for email
• 81% of households scan their mail

Number Two
Make it Personal - and really track your ROI

Marketing campaigns take planning and lead time. To get the most out of your ROI it is important to get HBP involved at the concept stage so that we can help you craft a campaign that will yield good results. The key to success includes a compelling offer and relevant data delivered to your audience.

How do you track it?

• Send and track 5% of your next marketing piece as a normal static document (no variable data)
• Send and track 5% of the job with only variable text (using data you may have about your customers or prospects)
• Send and track 5% of the job using full variable- both variable text and graphics
• Send the remaining 85% as full variable

If the total mailing was 10,000 then 5% would be 500 pieces. If you found:

Static returned 8 responses - a response percentage of 1.6%
Variable text returned 22 responses - a response percentage of 4.4%
Full variable returned 24 responses - a response percentage of 4.8%

The keys to measure it are to review the value of the response, the increased cost of the printing and prep work for the variable portion and the future value of the customer.

Number Three
Three key ways to use your data

• Up-sell, cross-sell or retain existing customers
• Attract new customers
• Help maximize the response rate and return on investment of your mail campaign

We will work with you on ways to use multi channel marketing to do any and all of the above.