I am considering implementing a direct mailing campaign next year. I recently accuired the business along with the previous owner's Mitchell system and database which goes back 8 years. How far should I go back into the database when deciding who to send mailers to? I am concerned about changed addresses, people who moved, etc.
Does anyone have a suggestion on a vendor that does this?
Part of the consideration for how far back you go is based on the shop. For the most part the rule of thumb is to go back 12-18 months. It also depends on what your goal is. You can also do lost customer mailings. But if you are looking to start to send something 12 months is a good place to start.
Direct Mailing
in Marketing, Advertising, & Promoting
Posted
Part of the consideration for how far back you go is based on the shop. For the most part the rule of thumb is to go back 12-18 months. It also depends on what your goal is. You can also do lost customer mailings. But if you are looking to start to send something 12 months is a good place to start.