Sorting Through the Mailer Maze
For better response rates, direct mail marketers must focus on the big picture
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All too often, business-to-business marketers get caught up in the details of direct mail marketing, rather than concentrating on the important things: the list, the offer and the results.
One client, for example, worried about whether it was better to use gray paper or white for his direct mail campaign. It doesn’t matter what color paper you use—if you’re mailing the wrong offer to the wrong people, your campaign is going to fail.
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