A Sharper Focus
It's January again, which means you're eagerly awaiting the early returns on your first direct mail campaigns of the year. Even though most direct marketing companies are optimistic about garnering better ROI on their direct response efforts this year, it's still a nerve-wracking time to see if the first numbers prove the changes you're enacting might hold some water.
Here at Inside Direct Mail, we share your mood. This issue marks a new chapter for the newsletter, as we have updated our editorial focus to, well, focus more carefully on the topics of interest to you. Just as you have cut the fat from your direct mail programs, we've trimmed the newsletter of sections that didn't offer you much in the way of return. And we've refined our advertising percen-tage to ensure that we'll never cut out editorial you rank as valuable.
For instance, an editorial survey we conducted in October told us that you don't find the lists, dates, book review or news sections to be of much help, but that you could not live without the Top Mailings roundup. So, we've removed the former and added a little more of the latter in each issue. You'll also notice that we've dropped the features that don't pertain to creative execution, production, database marketing or other key components for developing a cost-effective, blockbuster control.
By tightening the reins, we hope this updated version of Inside Direct Mail is a faster read for you, while continuing to deliver new testing ideas and to confirm your own direct mail hunches. If we have not succeeded, then I'd rather not find out via my version of ROI alone: total circulation and renewal numbers. I can speak for the entire staff when I say we'll be more than happy to hear you out over the phone, via e-mail or postal mail, or even in person. But just like you, I've got high hopes for our early returns!