Direct marketing: Resolutions for 2007

Some of the best, and most achievable, new year’s resolutions are ones that are built on information about what worked (and what didn’t) last year. So, before you pencil in your resolutions for 2007, take a quick look back at the past 12 months of direct marketing work you’ve done. (These four questions may help you get started.)

Once you’ve taken a hard, honest look at 2006, you can go on to the next phase: your aspirations, plans, and even some stretch goals for 2007.

Need some help getting started? Here are a few suggestions:

  • Think about the factors that led to your biggest direct mail success. Now figure out how you can apply those factors to other campaigns or other audiences.
  • What did you learn from the biggest stumbling block, or disappointment, of 2006? Turn that “aha!” into a resolution that will help you do things differently this year.
  • Consider the new elements you encountered, or deliberately experimented with, last year. Make a resolution to try something new (new mailing lists, more rigorous benchmarking and tracking, perhaps a segmented campaign) in 2007.
  • If you had resolutions or a direct marketing “to do” list for 2006, take a look those items that didn’t get done. Strike off what seems old or stale and focus on at least one improvement that’s a must to achieve in 2007.

We’ve drawn up our own set of resolutions for 2007, and they include ongoing development of the extensive direct marketing list solutions we offer clients. We’ll be bringing in new lists — both proprietary and third-party — particularly in key vertical markets such as IT, telecommunications, retail, and financial services. Please contact us to find out how Marigold’s lists and services can help you build market share, drive new business, and win competitive conversions in the coming year.

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