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In addition, she reminded distributors to make sure the direct mail piece is within postal specifications, and that personalization, color and a special offer make the difference between a .5 percent response rate and a 90 percent response rate. "You get what you pay for in the end," she said.
Mullarkey, on the other hand, specs out direct mail pieces himself since he uses multiple vendors, but he did say that it is important to flight check all artwork sent by clients and look for the usual problems, such as missing fonts, low-res images and missing artwork.
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