Getting Your Message Out: Marketing Campaign Basics
In This Chapter
Preparing a bulk mail file for the U.S. Postal Service
Honoring opt-out requests
Ensuring a timely and high-quality mailing
Keeping track of what you’ve done
Limiting the number of campaigns you send to a customer
Database marketing campaigns cost money. In this chapter, I discuss some ways of managing that cost, particularly with respect to direct mail. In addition to cost-management this chapter is also about quality control. The techniques that I discuss here are standard procedure in the world of database marketing.
I also address another kind of cost: Overcommunicating with your customers can cause them to tune out. Whether you’re communicating via direct mail, e-mail, or mobile messaging, customers can and will eventually say enough is enough. They can simply ignore you. Or they can go so far as to formally request that you stop communicating with them altogether. In either case, this degrades the ...