By Tony Rizzo
Direct marketing remains the only tried and true method financial institution marketers have to generate remarkable, measureable results. Yet many banks and credit unions still rely on non-measurable forms of mass marketing—TV, radio, newspaper, PR or even the yellow pages—and haven’t transitioned to direct marketing. It’s time to step up and out! Ladies, think of direct mail as the little black dress you’ve just got to have. Gentlemen, think of successful direct mail as sinking a 20-foot birdie putt.
If you are looking for a provable way to show senior management that marketing is more than an expense and can produce both revenue and profit growth, then direct mail is your Rosetta stone. Financial institution marketing departments that have embraced direct marketing campaigns as proven results generators spend at least half of their marketing budgets on direct mail and companion cross-channel events like email. Are you missing out on their results?
You cannot go from having little direct mail experience to seasoned expert until you understand the terminology and the benefits successful direct marketing practices can generate. Here are the key elements you need to know to make direct marketing your go to results generator: