Planning Direct Mail Campaign
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It has been said that the success of a direct mail campaign can be broken down into three primary components:
The mailing list or target audience
The offer or incentive for the customer to buy the product
The creative package or communication message conveyed in the overall package
Experts in the field of direct mail have gone further to say that 40% of a campaign's effectiveness is driven by the mailing list, 40% by the offer, and 20% from the creative package.
While this might be true from a big picture point of view, the following is a brief overview some key strategic factors to consider when planning a direct mail campaign.. Planning an effective direct mail campaign might seem easier than really is.
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