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Direct Mail Essentials: How To Improve Your Response And Generate More Business

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Executive Summary

Direct mail is one of the most productive marketing communications vehicles in the world. It allows infinite variety of formats and messages; you can find mailing lists in almost any consumer or business category; and it's a personal, powerful medium that is ideal for persuasive selling. Compared with other media channels, like print advertising, inserts and Internet ads, direct mail is relatively expensive on a cost per touch basis. But, if it's managed well, direct mail can provide the lowest cost per response and the highest ROI. This white paper is intended to help you get the most value from direct mail to meet your marketing objectives.

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