Track the Groups You Market To

Is your direct marketing working? If you don't know, it's time to find out.

Nov 21, 2001

Direct marketers need to carefully consider the mailing liststhey rent-and test them first. The ability to test multiplevariables is one of the strongest appeals of direct marketing. Bytracking the results, you can tell which lists are the mosteffective and dump the ones that don't bring in thedollars.

This tracking can be done rather simply at first. Supposeyou're an independent financial planner and are looking formore clients. By color-coding your mailing and sending and offerfor a free consultation to a sampling of new retirees, parents ofyoung kids, and women between the ages of 25 and 40, you can trackwhich groups respond the best before you do a mass mailing to allthree.

Excerpted from 303 Marketing Tips: Guaranteed To Boost YourBusiness

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