Don’t Return to Sender!
Take advantage of creative opportunities in direct mail to boost response rates
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Dave Vasudevan, plant manager, Creative Automation, Hillside, Ill. (www.cauto.com):
“In spite of any proposed implementation for curbing direct mail by instituting Do Not Mail registries, the number of enrollees in this kind of registry is way too small in number.
“It was once thought that Web mail [would] take over direct mail marketing, but it failed. It did, however, succeed as a tool for repetitive reminders, special occasion sales and company image positioning. Due to powerful spam filters, many of these e-mails [were] deleted, unnoticed by the recipient. This is where the direct mail comes into play and has its advantage.
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