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Points to Ponder
Because direct mail marketing involves so many complexities, Lumpkin, Mullarkey and Wissman offered their own extra words of advice for putting together a winning package for clients.
Said Wissman, "If a client is going to personalize a mailing, then make sure the list names are right. Nothing turns potential customers off as much as spelling their names incorrectly, or addressing them as Misters when they are Misses."
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