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He also reminded distributors that using the colors red, blue and yellow will help direct the eye to key areas on a mailer, and that an 800 number should be mentioned at least three times for maximum reinforcement.
Spaulding pointed out that problems arise when customers have unrealistic expectations regarding responses or fail to understand that most successful direct mail campaigns require multiple mailings. Other snafus include miscalculating cash flow, not having a back-up plan if the first mailing fails to measure up, neglecting to assign responsibility for the various facets of the campaign itself, and failure to allow sufficient time for planning, execution and mail delivery.
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