Snap Pack Marketing Campaigns

List quality is the single biggest factor in campaign performance. The best snap pack format in the world will not save a bad list. Start with your existing customer data for retention and cross-sell campaigns. For acquisition, work with a list broker to define your ideal customer profile by demographics, geography, income level, homeownership status, or industry vertical.

For testing, split your list into segments and test different offers against each other. A 20,000-piece test split into two cells of 10,000 will tell you which offer produces a higher response rate before you commit to a full rollout. Test the offer, not the creative. A red button versus a blue button will not move your response rate. A different dollar amount or a different deadline will.

Suppression is as important as selection. Remove existing customers from acquisition lists. Remove people who have opted out. Remove bad addresses using NCOA (National Change of Address) processing. Every piece you mail to someone who should not receive it is wasted money.

Every snap pack campaign should include at least one trackable response mechanism. Without tracking, you cannot measure cost per response, cost per acquisition, or campaign ROI.

Options include unique phone numbers that route to your sales team with campaign attribution, QR codes that link to personalized landing pages, PURLs (personalized URLs) that identify the recipient when they visit, promo codes or reference numbers for offline response tracking, and BRE (business reply envelopes) with unique identifiers.

With tracking in place, you can calculate your cost per response (total campaign cost divided by number of responses) and your cost per acquisition (total cost divided by number of new customers). These metrics let you compare snap pack campaigns against other channels and optimize future mailings.