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Anyone Ever Do a Targeted Mailing Campaign?
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Clinically Insane
Join Date: Oct 2000
Location: Los Angeles
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Offline
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Has anyone around here ever done a targeted mailing campaign? If so, do you have any recommendations or strategies for someone planning one right now?
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"The natural progress of things is for liberty to yield and government to gain ground." TJ
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Mac Elite
Join Date: Apr 2003
Location: Hong Kong
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Originally Posted by Big Mac
Has anyone around here ever done a targeted mailing campaign? If so, do you have any recommendations or strategies for someone planning one right now?
Direct Mail or Email campaign?
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Professional Poster
Join Date: Aug 2007
Location: Just west of DC.
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Offline
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Targeted mailings get about 1.5 percent of the list to respond. Really good is about 4.5 percent. This was about 25 years ago when I did one for a small company. We mailed out 10,000 letters.
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Clinically Insane
Join Date: Oct 2000
Location: Los Angeles
Status:
Offline
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Originally Posted by Andy8
Direct Mail or Email campaign?
Both at the same time, hopefully.
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"The natural progress of things is for liberty to yield and government to gain ground." TJ
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Mac Elite
Join Date: Apr 2001
Location: Minneapolis, MN
Status:
Offline
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We would mail out postcards to customers at the computer store I used to work at. Look up the 9-digit zipcodes; it saves on bulk postage.
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Professional Poster
Join Date: Mar 2003
Location: In the South
Status:
Offline
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Use variable data printing and personalize each one, but don't do it in a generic looking way. What's it for? How many names?
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Mac Elite
Join Date: Apr 2001
Location: Minneapolis, MN
Status:
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Does that mean like those fake handwritten cards that are still junk mail? Those make me even more frustrated with my junk mail.
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Professional Poster
Join Date: Mar 2003
Location: In the South
Status:
Offline
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Originally Posted by awaspaas
Does that mean like those fake handwritten cards that are still junk mail? Those make me even more frustrated with my junk mail.
No, it can be done in a classy, relevant way. Knowing the audience is key. I'm talking good design, integrated personalization, and interesting subject matter.
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Clinically Insane
Join Date: Oct 2000
Location: Los Angeles
Status:
Offline
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That's exactly what I want to do, KeriVit, on a reasonable budget. I lack experience in this area, though.
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"The natural progress of things is for liberty to yield and government to gain ground." TJ
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Professional Poster
Join Date: Mar 2003
Location: In the South
Status:
Offline
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Most full color variable capable machines do 12x18 sheets. So if you are doing a 2 sided postcard, I would recommend a 5.5x8.5 size- it'll fit 4 up with bleeds, be a different size to stand out, and get the most of the sheet. Anything smaller will get lost.
With VDP, you can also swap images. So, you could have one photo for males, one for females. Or one for corporate audience, one for restaurant, that type of thing. Or if you know more about the audience, it can be a photo relevant to them. For instance, we did one for a travel agency, they knew who liked tropical, who liked Vegas, who liked adventure. Then we swapped the images based on that person's interest. Another we did was for a college. The pages of a booklet changed based on the recipient's interest in sports, major, and region.
It can all be done reasonably, as long as you plan it well and have a good database.
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Senior User
Join Date: Jan 2004
Location: Martha's Vineyard
Status:
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I use vistaprint.com, where I can design great looking postcards using their editing tools. Two sided/four color, 100 pieces for I think about 10 bucks plus postage. They have to be making their money on the postage, but if you go with the 3-4 week shipping the cost is quite cheap.
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Addicted to MacNN
Join Date: Nov 1999
Location: Madison, WI
Status:
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That single digit response rate is right, go into it expecting that.
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Professional Poster
Join Date: Mar 2003
Location: In the South
Status:
Offline
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In my experience, it's about 1-2% with generic direct mail, generally such mailings are about 10,000 +. However, VDP is mailed to a much smaller audience- say 2,000 and the response rate is around 10%.
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Clinically Insane
Join Date: Oct 2000
Location: Los Angeles
Status:
Offline
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Thank you for the info, KeriVit.
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"The natural progress of things is for liberty to yield and government to gain ground." TJ
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