Narrow the Focus to Control the Big Picture

Lasting Impressions

Boldig and Beegan both stressed that one of the most enticing incentives for investigating the targeted direct mail market is the simple fact that it has a greater than 85 percent repeat rate. "Once you get this business, you've got it," Boldig observed. "This is a whole different type of a relationship with the customer because the distributor is actually helping to drive revenue."

Said Beegan, "The idea is to create a piece that does what the customer needs it to do to get the message out, and that elicits a healthy response from recipients."

By Maggie DeWitt