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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Developing new controls that will succeed in the face of the changing marketplace ultimately depends on marketers’ willingness to test. “The question is: Are people going to continue to be educated and test? Has a piece been challenged by the best? That’s what the control is—just the winning package,” Manheimer stressed.
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Brittany Brouse
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