Eyes Wide Open
A redefining moment for the industry
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Marketers have to think "multi-channel" and "multi-touch." It also helps to think through how and when the prospect will be engaged or when the prospect wants to be engaged. Relevance and timing are key, and this is where direct mailers can excel. "If you receive an offer that matters to you, at the right time, the rest is easy. Understanding customer preference and buying triggers directly impacts results," Giles said. "Direct mailers have to get inside this data and leverage the information that is hidden inside."
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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