119966 Resource 79668 1071 1071 1143319444479 1143321728524 Controlled Patty Coldwater at EntConnect 2006 on Double Digit Response Rates in Direct Mail

Patty Coldwater is a direct mail marketing wizard who knows the art and science of creating outstanding response rates. She can be reached at 970-416-8782.

<p>by John Gaudio,</p><p>(Written as she speaks.&nbsp; I'll try to fill in the blanks later.)</p><p>Patty Coldwater says that the most important aspect of a direct marketing campaign&nbsp;is the database of people you mail to.</p><p>RFM refers to&nbsp;how Recently, what Frequency, and what was the Monetary amount?</p><p>One program attained 46%.&nbsp;&nbsp;Cost was about $120.00 per contact, times about 70 contacts.&nbsp;&nbsp;The sales generated were seven million dollars.&nbsp;&nbsp; Is $120.00 per contact expensive, or cheap?</p><p>HP invent combined direct mail with a telephone server solution.&nbsp; Multiple choice questions on a telephone survey allowed them to sell 50 million dollars in sales.&nbsp; The cost was $13,000.00.</p><p>This works well with existing databases and provides very fast feedback.</p><p>The highest response she ever got was with Teletech.&nbsp; Outsourced inbound support.&nbsp; They had Blue Cross Blue Shield in California.</p><p>150 contacts at other&nbsp;Blue Cross Blue Shield offices were selected, and each was sent a chess set, with personalized color&nbsp;materials.&nbsp;&quot;The next move is yours.&quot;&nbsp;was the&nbsp;tag line.&nbsp; They were&nbsp;warned that a&nbsp;follow up call would be forthcoming, and&nbsp;a week later&nbsp;Patty called&nbsp;the people to whom&nbsp;she sent the items.&nbsp; Someone in every office accepted the invitation, and&nbsp;Teletech was invited to speak to the entire organization.</p><p>&quot;I'm&nbsp;Patty.&nbsp;&nbsp;I'm calling to make sure you got your chess set.&quot;&nbsp; It's a great way to &nbsp;open the conversation.&nbsp; </p><p>In writing the material&nbsp;she described the key benefits and kept it short.&nbsp; Most marketing professionals like her don't know the client's products in detail.</p><p>Here they sent the whole chess set.&nbsp; To have sent part, and followed up by delivering the rest would have required in person meetings, not the phone calls that were wanted.&nbsp; It also would have seemed cheesy.</p><p>Patty's degree is in creative writing, including poetry.&nbsp; Selecting the appropriate details, and setting everything else aside is key.</p><p /><p /><p>Weaver and Company, (Dave Weaver's company) is also a client.&nbsp; Here a phone survey provided additional information and increased sales.</p><p>A Real Estate project in Denver is another client.&nbsp; Patty sent 3,000 martini&nbsp; glasses.&nbsp; 230 people came to the party.&nbsp; The box has to go first class, so &quot;or current resident&quot; was added.&nbsp; Some were still not deliverable, so only about 2,300 were delivered.</p><p>They also got two tickets good for martinis and a chance to win a scooter.</p><p>Dimensional mailings are a great way to get around the gatekeeper.&nbsp; Some mailings are aimed at the gate keeper.</p><p>Patty suggests you check out <a href="http://MFSA.ORG">http://MFSA.ORG</a>, to find well qualified direct mail specialists.</p><p>Patty's an outstanding speaker and a genius when it comes to designing direct mail campaigns and writing great copy.&nbsp; Patty's also known as Patty Taylor.&nbsp; Congratulations to her on here marriage to Frank Coldwater.</p> 10 application/xml false Double Digit Response for Direct Mail Campaigns. EntConnect 2006 John Gaudio Patty Coldwater Patty Taylor Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; MyIE2; .NET CLR 1.1.4322) 64.140.1.226 64.140.1.226 johngaudio false true false false true 176085 false false true false false false true 79668 blog blogsite/ABetterBlogsite/web