How to Improve Your Direct Mail Response Rates

Speaker: Buz Price, Senior Vice President, Javelin Direct Inc. (Omnicom)

Learn what key factors determine if a direct mail campaign will succeed or fail and how the new "linked process" approach will give you the tools you can use to help determine if you have a winning plan or if there are hidden barriers to success. Once you understand what it takes to make your direct mail marketing efforts successful, you will approach the planning process for each direct mail project in a new way and help your company/agency produce direct mail campaigns that meet or exceed their goal.

Times are changing and most of us are now under pressure to do more with less and to reduce the cost per sale. Procurement and Supply Chain Management organizations are keenly interested in efficiency more than ever before.  Many of us are responsible for the production of direct mail projects, with that responsibility, comes the possibility of being called to task when a direct mail project does not perform as expected. What do you say if you feel confident that the printing, lettershop and other production was done well? What is the true impact of: color, ink coverage, paper stock, postage, or format on response rates? This session will identify the key factors for success and will give you the insight you need to help you work with your colleagues from account service, creative, studio, finance, analytics, planning and others, to create and produce highly effective direct mail campaigns.