Direct Mail

Some customers are inclined to avoid bank tellers, while others demand time and attention as if they were the bank’s only customer. Both may want to do business with your bank—but for different reasons. As a marketer, how do you know which service benefits to emphasize—and how to communicate those benefits to the right audience?

Marketers today are buried in demographic data. The key is to unlock emotional insights based on why consumers buy, not what they buy.

In this Direct Marketing Magazine feature, Art Hall sheds light on how picking direct mail ‘winners’ has just gotten easier.

There are five elements essential for direct mail success. How well each of these elements performs depends on how good your testing is. Read about a better way forward and think differently about how you test direct mail.

Segmentation. Marketers live or die by how well they know their target audience. But beyond age, geography and household income, what do we really know about what makes customers and prospects tick?