You see, true marketers measure the success of their campaigns by the ROI. Any other measurement criteria is ill advised. I realize that there are those that would disagree and point out that some direct marketing campaigns are intended to do things like increase registrations, sign ups and use certain products. Irrespective of the preliminary reasons one would give, if you follow the trail long enough, you will find there is a money making reason. That is what direct marketing is for.
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I wanted the best way to reach the highest-caliber customers located closest to my shops. My answer was direct mail. Through direct mail I was able to achieve my goal with the ability to target higher-income households within two miles of my shop. Direct mail also enabled me to separate myself from the pack with a stand-alone offer that was interesting enough to draw … Read More