your company is about to launch a new direct mail campaign. You’ve exhausted all of your creative energy by designing eye-catching, persuasive mailers to elicit interest from recipients. However, your efforts won’t matter much if you aren’t mailing to the appropriate lists. “There is a formula well known among the direct marketing specialist. The mailing list provides 40 percent of the success of a campaign, the message provides another 40 percent and finally, the creativity provides the additional 20 percent,” noted Jim Spicuzza, executive vice president of marketing and vendor relations, The Shamrock Companies, Westlake, Ohio. The average success rate of direct mail is 2 percent
Jim Spicuzza
Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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