Sorting Through the Mailer Maze
For better response rates, direct mail marketers must focus on the big picture
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For instance, try sending a mailing about graphic design software to chief financial officers, or sending a mailing about financial forecasting software to design professionals. No matter how appealing the direct mail marketing offers are, you’re betting against yourself.
When planning a direct mail campaign, first determine the objective, whether it is trying to generate leads or moving prospects along the buying cycle. The letter should support the objective.
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