Eight Common Direct Mail MistakesSome companies that use direct mail to sell their products and services are like the blind man in the dark room looking for the black cat that isn't there. They repeat the same mistakes, and enjoy the same poor results. Here are their eight most common misdemeanors, and a cure for each.
Wrong list
The most important part of any direct mail campaign is not the copy. It's not the art direction. And it's not the offer. It's the mailing list.
That's why you can mail identical packages to two lists, one good and one poor, and find that the good list pulls 10 times more responses than the poor list does. Your mailing list, after all, is not just a way to reach your market. It is your market.
No testing
There are no answers in direct mail excep...Read full article.
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