Know Your Audience
Direct mail can be a great conversation starter for cross-media campaigns
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Direct mail might not be the most appropriate channel for all cross-media campaigns. But when planned out correctly, it is cost effective, it offers room for creativity and drives people to the Web to continue the conversation or make a purchase.
"If the message is captivating and the graphics are irresistible, your letter will be opened and once that far, your chances of response have just grown significantly," Glaser concluded. 
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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