When Direct Mail Marketing Is Not a Good Idea
Direct-mail marketing is not always a good idea and just because your account executive for the direct-mail marketing company that sends out the coupon packages each month comes into your store and tells you the deadline is tomorrow and you need to get your check and art work in as soon as possible; does not mean it is necessarily a good idea.
Sending out a haphazardly created brochure or coupon in a direct-mail marketing company's coupon package is a bad idea. Thoughtful consideration should go in to the design and layout of your coupon and you should be thinking of this in advance. Also sending out the same coupon you sent out last time to the same ZIP code may not be a good idea either.
There are other reasons when direct-mail marketing is not a good idea for instance if you're giving away a discount, which actually ends up costing you money and you are consistently sending it to the exact same people. If you discount too much you lose money and if you keep sending the same discount to the same people then they will keep buying from you at a discounted price, which you can not afford to give.
Remember direct-mail marketing advertising is to get in new customers and then to show those customers why they should continue to be repeat customers. This will also help you build referrals and a strong army of word-of-mouth advertisers; you're satisfied customers. I hope you will consider all this in 2006.