Businesses of any size find it difficult funding marketing initiatives that include direct mailings because of the problematic nature of tracking their success rate. Every organization is expected to defend the costs associated with their departments. Marketing directors no longer get a pass when it comes to direct mail campaigns, but the good news is that new technology can quantify a variety of measurements that help determine the success of their investments.

In the last several blog posts we have talked about how “today’s marketing professionals are faced with an ever expanding marketing mix”(Post #2) and that “effective communication typically includes a cross functional approach”(Post #3). In other words, utilizing multiple channels of communication (direct mail, brochures, flyers, email, text messages, and social media) is more important than ever if you plan to effectively engage your target audience and grow new revenue streams.

Imagine what this means for the organization who has made a commitment to their shareholders to run a highly efficient lean organization. Not to mention, the impact on the marketing professional who is expected to be both an expert in the traditional forms of marketing and the new marketing options invented nearly every day. In today’s fast paced, information driven economy, time has become the scarcest resource – hands down! So finding ways to make the most out of your time and become more effective and efficient, is not only the job of the organization and marketing professional, but also of your service provider.