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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Use direct mail to deal with the “I didn’t know you did that” syndrome, Martel advised. If reducing acquisition mailings is necessary, include an open referral channel in mailings sent to best customers. “What I would suggest is doing two reply cards—one for the recipient and one for a friend,” Johnson said. “It makes it real easy. They can just rip it off, and it doesn’t cost you that much.”
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Britt Brouse
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