direct mail design
Are there any best practices that exist for assigning keycodes for direct marketing segmentation?
I am re-designing direct mail keycode assignment throughout my company and want to see if there are any standards or best practices in place today. Any ideas?
I worked in DM for about 3 years. One of the large companies I worked with would use 3 alpha characters, all in caps. I.e., ACZ.
Some basics:
- Keep it short and easy to input
- Use all capital letters
- Don’t use the letters O or I or the numbers 0 or 1
- Each code must be unique and they should be able to last until infinity.
The large company ran so many campaigns that eventually, they had to repurpose their codes. However, a small company I worked with simply numbered their campaigns sequentially and “hid” the year in the code. I.e., 2501-01 for mailing list 1 for campaign 2501, in the year 2005 (year was the second digit).
Direct Mail Envelope Design
