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Goldsmith also noted that direct mail can be discreet. "When a company runs a survey through direct mail, nobody has to know, thus making it very easy to test different offers," he said.
Currently, the most significant problem with direct mail is increasing postal rates. To save on costs, Goldsmith said that companies need to send mail more efficiently. One way to accomplish this is to mail fewer pieces and be selective of who receives them. Goldsmith suggested using data to profile current customers and then sending the solicitation to those with similar characteristics.
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- People:
- Ed Gleiman
- Sarah Lerow
- Places:
- New York
- Washington
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