Mailing on a Shoestring Budget
With less mail volume and marketing dollars in the mix, it’s time to re-examine direct mail programs
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Britt Brouse
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Johnson believes looking at the copy platform is a smart, inexpensive test. For example, if marketers normally lead with greed, they could test fear or exclusivity as a platform to write around or include a freemium to encourage reciprocity. He also warned that the best price or deepest discount may not always be the winner, because low prices can negatively affect a product’s perceived value, even in a down economy.
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Britt Brouse
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