Sorting Through the Mailer Maze
For better response rates, direct mail marketers must focus on the big picture
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Next, consider the direct mail marketing list. When choosing a list, focus on important things such as results rather than
worry about less important details, including undeliverables.
Another client was concerned by the high percentage of undeliverables from a direct marketing mailing list she rented. However, when I reviewed the overall results, I realized the same mailing list generated more leads and sales than any of the other lists she tested, resulting in the best overall return on investment. When considered from that perspective, the list was a winner.
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