Know Your Audience
Direct mail can be a great conversation starter for cross-media campaigns
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Summer Gould, director of customer service for Santee, California-based Eye/Comm, Inc., agreed that most cross-media campaigns will benefit from incorporating direct mail. Eye/Comm uses this channel for multiple reasons.
"Most commonly, we incorporate direct mail into campaigns that are targeting specific audience types—also, when there is a greater lead time that allows us to use a multiple step process," she said. "The more times we reach out to someone, the greater increase in response."
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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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