Don't Try This at the Office

If identifying the opportunity is that easy, how quickly do you become a victim of either yours or a colleague's best intentions? If you're unsure, here are mistakes to avoid when implementing a single-product mailing.

Mistake #1: Don't Forecast Demand

A targeted solo mail piece should yield double-digit response rates, which means you must plan carefully for the increased demand. A business-to-business (b-to-b) cataloger was trying to reactivate previous customers by using a solo mailer (a direct mail piece featuring a single product). The offer was a free trial on an expensive product.