Direct Mail is an expensive medium. Because it's expensive, it can't be done haphazardly. I used to tell my clients that the opportunity to gain someone's attention with Direct Mail was directly related to the distance between their mail box and their trash can. The only part of a direct mail campaign that's more important than the target and the piece is the ability to execute on the campaign.
A yau, na karɓi kyakkyawar ƙirƙirar yanki ta Mail kai tsaye daga Yahoo! Binciken Talla. Wannan tayin ya kasance daraja ta $ 75 zuwa ga wasu tallan tallace-tallace a kan Yahoo! injin bincike. Tunda yanzu na fara a hanyar sadarwar jama'a don Sojojin Ruwa Navy, I've been doing some testing with some keyword buys.
The fine print, of course, is that you need to put a $30 non-refundable deposit into the account. That's still $45 worth of clicks that I could have used, though, so I tried to sign up. I say gwada saboda wannan sakon kuskuren ya sadu da ni ƙasa da sau 4 a cikin rajista da tsarin biyan kuɗi:
Direct Mail has one thing in common with any advertising. You must be able to deliver your product or service as soon as the prospect walks through the door. Inability to deliver does more damage than not advertising at all. I'm hoping that this Yahoo! campaign was a sample campaign sent out to a few folks to test the ability of their system to handle registration and purchases… but the truth is probably the opposite. They lost me! After 4 attempts, I'm not returning.
Yahoo! most likely spent hundreds of thousands of dollars on this direct mail piece. And the poor Marketing Director, who designed a fantastic piece, will probably be blamed for the campaign's poor performance.
Sai dai idan, ba shakka, Yahoo! ya faru don karanta blog. 🙂