Know Your Audience
Direct mail can be a great conversation starter for cross-media campaigns
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Gould cautioned that the package won't matter if you forget to design within postal requirements.
"You do not want to have something printed only to find out the post office will not accept it or you have to pay double the postage," she commented.
Another neat thing about direct mail is that mailers can appeal to the senses. "You can add in the tactile senses by using special coatings to create different textures. You can even add smells," Gould mentioned.
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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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