Why a Campaign?
January 16, 2018   Dave Lewis

The ROI of Coordination Everybody’s “multi-channel,” right?  They’re all doing emails, have web sites, social media, 800 numbers, and…I could go on and on.  There are plenty of channels, and most people are using at least a few.  So, if you already have all of those channels, how is a SnailWorks campaign different – and better? It’s all about coordination and measurement. Our goal is to take a mailing effort and boost response by tying it closely to other channels.  For example, many of our clients have active email programs going on outside of their SnailWorks campaigns.  When they do a SnailWorks campaign, though, they send a special coordinated email timed to arrive with the delivery of the mail piece.  Invariably this boosts the response of the mailing – “more juice from the squeeze,” as one of our clients says.  As long as the additional response is greater than the response without the coordinated email the ROI makes sense.  They measure ROI on their standalone email too, of course, but the relevant ROI on their coordinated emails is how much it improves their direct mail response rate.  That is the value of coordination. We see more and more companies providing pieces of multi-channel marketing – maybe temporary 800 numbers, or social media advertising – maybe even mail tracking – but the channels are disjointed and tough to measure in relation to each other.  They may have some value, but they don’t really support your direct mail services – your core business – in the same way. When you’re preparing your next direct mail project, think about what you can add to make it more effective.  Not just send more stuff to your client’s customers, but what can boost the response rate, and bring more value to the direct mail services you are providing.

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