Archive for May, 2010

When Less Direct Mail Can Be More

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Early in my direct marketing career, a mentor taught me, “The fewer people you mail, the more you can mail.”

It took me a while to grasp this simple concept, but in reality, it speaks to the core principle behind successful direct mail.

Being able to target your mailing to a narrowly defined audience—and highlighting how your offer solves specific needs—has always been one of the most powerful benefits of direct mail. Yet far too often marketers fail to exploit this advantage. (more…)