Knowledge Is Power
Despite that success, Anunson says WSB is going to test a self-mailer format versus the booklet to try and get around the USPS labeling requirements, hopefully quelling the barrier and increasing the open rate. But WSB will continue to send the most targeted and relevant communications by segmenting its customers as precisely as possible.
Will It Fly?
Sometimes, marketers can get caught in the trap of skipping the front-end work and getting right into the tactics. Big mistake, says Melissa Anunson, senior marketing specialist in the Wisconsin Business School's marketing services department. "Have the post office reps get to the front of the line," she says. "Everyone down the line from the director of marketing to the designer to the circ planner, they all have to know the regulations that are going to save them money or cost them if they don't follow it. It can't be one person's job; it has to be everyone's job ..."