Before running a direct marketing campaign, take the time to design it correctly and make sure everyone is on the same page. If not done correctly, a campaign can tarnish your image and result in lost money.
Sometimes marketers are confident that a marketing campaign’s test versus control analysis will turn out a certain way, only to be surprised by the results.
Take the time and invest in the correct resources to make your data strong. Too often, a misguided cost center vs. revenue mentality discourages such action. Good data can actually pay long-term dividends.
