We have hundreds of restaurants nationwide with a well recognized brand. But some stores are not doing well at all.
Read MoreNothing baffles me more than seeing clients refuse to test their direct mail creative work, offers and mailing lists. It borders on stupidity.
After testing several thousand direct mail packages during my long career in this business, clients refues to test when they could improve their response rates by 200-600% with smart testing.
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Terminology makes a big difference when discussing direct marketing or any subject for that matter. In fact, deceptive advertising runs rampant in the direct response world.
In every case, these “leads” are actually cold names.
By definition, leads refer to names that responded to an offer of some kind. They are inquiries.
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There’s a lot of talk about what makes a rented response list work. But few have written about the subject. So if you use lists or test them, perhaps you could add to some of the success steps I missed in this blog.
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