Warwick

Getting into a prospect’s home with your direct mail piece is akin to crashing his or her party. If it’s an event you want to attend (of course it is!)—and where you’ll increase your chances of starting or improving that relationship—then you’re going to have to do better than arriving in the same old mail piece, no matter how well-dressed. These days, the better approach is arriving as a couple, with e-mail as direct mail’s date. Since it’s difficult to get a moment alone with a prospect today, especially during his or her private time, it’s better to approach that prospect as an integrated