The purpose of every direct marketing campaign is to drive tangible value for your company or organization. For best results, be sure to optimize the following points of leverage:
The target audience – selecting the most likely prospects for the campaign
The offer – the motivator that drives the response
The creative - the copy, design and communications format that delivers the offer in a clear and compelling way.
Each of these elements has an essential role to play. But the three elements are not equally important. While you might think the copy and art are critical to the success of your campaign, in fact it’s the target audience and the offer that are responsible for 80% of your results.
So, before you worry about your font size and the color of your outer envelope, be sure you spend sufficient time on audience selection and offer development.
