Remember that guy who robbed banks
Date: May 11, 2012
because that is where the money was? His name was Willie Sutton. His logic applies to direct mail marketing, too. Sutton’s simple idea, had he been a direct mail guy, would be to focus on prospects who are most likely to buy your services, because that is where the money is. Forget the general public!
Case in point: Huntington Learning Centers. They’re the folks who have been helping children across America improve their reading, math and writing skills. They turned to PrimeNet Direct Marketing Solutions, for ideas on how to improve the conversion rate of their direct mail offers.
The answer: targeting. HLC and PrimeNet discovered an algorithm that included an exact radius from their learning centers, only families with children ages 7 to 16, and timing of the drops to the date that report cards are distributed. The result: great response and conversion!
More of HLC’s tips are in this mini case-study. Give us a call to discover our ideas on how to better target your next direct mail marketing initiative.