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Article: How variable data print maximizes direct mail budgets.(MARKETING SOLUTIONS)
- Article from:
- IGWB: International Gaming & Wagering Business
- Article date:
- September 1, 2007
- Author:
CopyrightCOPYRIGHT 2007 BNP Media. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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See if this sounds familiar: You've got your print budget set for the year. You've built your loyalty club matrices, and you've determined your direct mail schedule. You're ready to roll, then bam, postage rates go up--a lot. And, to add insult to injury, the cost of paper jumps, too.
Your first impulse may be to cut back on the frequency, quantity, or, sometimes, the quality of your mailings. However, that's almost certainly going to affect your casino traffic, as well as impact the player relationships you're building.
You can't control things such as postal or paper costs, but there is a variable you can put to work to maximize your print spend--and ...