4 Building Blocks to Direct Mail Done Right
• Segment, segment, segment. “I really drill down to the very niche of our targets, and I really segment out because I want the customer to be happy. And if it’s the wrong customer, they are not going to be happy, so I try not even to mail to those customers,” shares Anunson. “I really need my circulation to match all the way back up to my strategy. That’s a big disconnect from the CMO to the circ planner. Everyone needs to be onboard. Everyone needs a strategic direction. … Every time you put the quarter in the machine, you have treat it like your last quarter.”
• Get educated. “If people are struggling with what to do or why to do it, get educated. It’s the best thing you can do for yourself and your career,” says Anunson. There are "many, many, many opportunities, but sometimes just taking a break and sharpening the saw, meeting new people, getting new ideas [helps improve your efforts]. What else is someone else doing? Have you ever tried …? How did it work? Having those conversations, checking industry standards, checking in with standards outside your industry, sometimes those are the most aha moments," she explains.
“There is no silver bullet. It does not exist. In order to be in the right place at the right time, you need to be in a lot of places. You have to get the knowledge and get the education, however it’s right for you. Don’t quit feeding the machine. Be proactive about it,” she concludes.