Brave New Mail
The future of direct mail depends on marketers’ responses to demands for relevant mail and rising costs amidst shrinking budgets
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E-mail is a good channel for testing direct mail ideas. “With the Internet, you can have an idea about an offer or a headline, you can test it and the same day you can have a pretty good idea about whether it’s working or not. It’s a bit like putting your toe in the water before you jump in—it gives you a rough idea,” said Kikoler.
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Brittany Brouse
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