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REIQ Journal : November 2008
INDUSTRY PRACTICE 15 4. Measure and test, test, test Always measure the results of your marketing activities so that you know what’s working and what’s not. Test all the major factors of your campaign prior to rolling it out and always strive to improve on the last results. The essential elements to test are: Customer segments Medium Product or service The offer Creative execution Format Timing Remember to only test one of these factors at a time otherwise it will obscure the result. 5. Always remember your brand DM is one of the most powerful ways to communicate your brand values. Ensure that the mail piece accurately reflects your brand and is integrated with other brand communications. The recognition of your brand may at times be the primary reason a recipient takes the time to open a DM pack. If the brand values aren’t well represented in the letter, you may alienate the recipient and further communications might be ignored. A letter/mail pack is a critical touch point in the marketing/sales cycle, and it is fundamental that it has positive synergies with your overall brand strategy. REIQ Journal November 2008
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