But all of these factors make testing an even more crucial part of your direct marketing strategy.

You have a constant need to refine and improve. And at times when you don’t have an unlimited marketing budget surplus, crossing your fingers and jumping into a new program with both feet is probably not an option. But mindfully testing is.

Remember that 40/40/20 rule that says 40% of your success rests on the offer, 40% on the list and/or target, and 20% on the creative. With that in mind, you have a lot of routes you can take in testing.

Define your end objective first, then consider testing one of these aspects of your direct marketing program:

1. Creative includes the copy, the format (Card? Self-mailer? Letter pack?), and design.

2. Offers. Free shipping? Half off? Buy one get one free?

3. Timing encompasses seasonality, beginning / middle / end of the month, hitting mailboxes during the week versus on the weekend, etc. It also accounts for frequency, e.g. should you reach the same people once a month or quarterly?

4. Lists. What if you profiled your customer database and segmented it based on the results? What if you rented a specialty list?

Pick one, pick two, combine three… what fits for you?

Need some help strategizing? Or are you ready to start? Give us a call.

While Marketing Informatics has always been in the business of using analytics and information-industry resources to provide better direct mail targeting, for the last 11 months, we’ve been developing a more specific tool.

It’s called Smart Proximity Marketing™. And it’s ready now.

It’s a makeover for your new customer acquisition program, using direct mail marketing and the natural psychology of consumers’ buying habits. Who can most benefit from SPM™? Any company that operates its business from a brick-and-mortar location, whether that be one building or dozens.

It’s all about location, location, location.

When you think, “Where do we go for dinner tonight?” you begin processing your options by thinking directionally. You think in terms of the areas that naturally fall into your day-to-day thinking. A certain side of town. A particular cluster of restaurants.

Your customers think the same way. So SPM uses the natural distribution of YOUR customers to develop a smarter direct mail plan for targeting new prospects. It goes beyond both the radius approach and even zip code marketing to define a “catchment” area from which your customers flow.

You get Customers from an Envelope™.

Ready to learn more? Just reply to this email or give me a call. I can’t wait to fill you in on more of the details.

Let’s have a conversation and explore.

SPM™ isn’t for everyone. If we don’t think we can impact your business — we won’t be shy — we will let you know. It’s time to do something different — not because it’s trendy, but because it works. Put it to the test.

Direct mail marketing can be your most profitable channel for new customer acquisition. For details on putting SPM™ to the test, call us at (877) 788-4440 or email Info@SmartProximityMarketing.com.

Customers from an Envelope™. Put it to the test.

Find and win new customers

That is one of the great challenges for business. Finding and winning new customers with a measurable and scalable program is an even greater challenge. That’s exactly why we created Smart Proximity Marketing™.

We developed an algorithm to capture what we call the “psychology of location” and turn it into actionable intelligence for direct mail.

Using precise market geography, Smart Proximity Marketing uses data and segmentation modeling to identify postal Carrier Routes and individual households with a higher propensity to respond to your offers. Marketing Informatics then provides the print and direct mail services and logistics to launch your new mail program using your strongest offer.

Together we measure results, update the Smart Proximity Marketing matrix, and keep new customers coming through your door — CUSTOMERS FROM AN ENVELOPE™!

Zero in on high propensity targets

Precisely define the market area for each bricks and mortar location and then employ a direct mail contact strategy to drive results!

Smart Proximity Marketing™ is a direct mail targeting product that does one and only one thing: generates new customers for bricks and mortar locations. It uses mail to get new customers. Period.

The targeting behind SPM™ is driven by an algorithm that reaches into your data and captures what we call “psychology of location.” The result is actionable intelligence for direct mail campaigns provided by Marketing Informatics.

Judge for yourself: It’s 5:00 p.m., you don’t want to fool with cooking, so you make reservations. Where? Downtown. By the mall. That bunch of restaurants at the interstate exchange. A great place you pass on the way home. You think directionally. Your prospects think the same way.

That’s “psychology of location” and it’s already in your customer data. Let us extract this intelligence and drive new customers to your locations.

Check out the rest of this site for more in-depth details about Smart Proximity Marketing™.

Then call us at (877) 788-4440 or email Info@SmartProximityMarketing.com and ask about testing SPM™ for your locations! It’s time to do something different — not because it’s trendy, but because it works.