Written By Joel Basa
eMarketing Manager
Xerox Corporation

Direct Mail. I’ve heard many say it’s not going away anytime soon and my stack of mail from yesterday is enough evidence for me to think that statement is correct. I have the privilege to work on some direct mail campaigns for Xerox and I’ve learned campaign development is fun but challenging work. What do you think is the most critical piece for direct mail success? Let me list and define a few factors that weigh on success(in my opinion) and I hope you’ll vote on what you think is the most critical.

Data

Loosely defined as who and where you send to or who is your target audience. This could potentially be the most critical aspect.

Creative

The actual physical design of the direct mail. Things like, color, dimensional etc.

Execution

Is this combined with other sales initiatives or programs? Is combining with other media such as e-mail and web important?

 

Product/Service Being Marketed

How appealing the actual service or product is affects success. A direct mail campaign on twist ties may not be appealing but a campaign on the latest and greatest electronic gadget might be.

What do you think? Let the debate begin. Vote below.

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