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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As opposed to redesigns, Johnson advised mailers to test copy and offers. “If you have a piece that has stopped working as effectively as it has in the past … instead of redesigning the whole piece or coming up with a new format, why don’t you try some different offers to boost response,” he recommended. “That’s a very smart thing to do, especially if a format or control has been working for a long period of time.”
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Britt Brouse
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