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What is the single-most important constituent of a direct mail campaign?

Is it the ‘offer’? Is it the design? Is it the simplicity of the communication? Or is it something more? While all these contribute to the overall appeal of the Direct Mail campaign – the single-most factor that drives its success is finding the right ‘List’ to which the mailing should go. This is where a List Broker comes in to offer you totally impartial advice that costs you nothing, but can save you a lot of money. Since Brokers handle a

The workhorse that generates leads, traffic and sales!

Quite honestly, no other piece of communication works harder. That is because Direct Mail is an indefatigable workhorse when it comes to making a one-to-one connection with its target audience that outperforms almost every other media tool, to reach the winning post and earn you handsome rewards. Consider this: Tom Froti in Direct Mail and Periodicals says that In the US, an average household receives only two pieces of Direct Mail a day compared to 157 emails. Unlike other media promotions,

What is direct mail if it cannot be directed?

And, what is direct mail if it gets trashed before it is opened? – A Hobson’s choice indeed. Of late, there has been a lot of hue and cry over the privacy breach in direct mail strategies, especially in the West, although in India, we aren’t even close to getting our legal definition right for the word ‘privacy’. Nonetheless, the new Code of Practice released by the New York-headquartered Direct Marketing Association (DMA) may have some far-reaching impact

Do people still use direct marketing?

They do, when they are building loyalty for a brand Can’t be sure if you have watched Birla Sun Life’s direct marketing (DM) campaign ‘The Last Telegram’ so here’s a YouTube Link. Conceptualised by DDB Mudra Max, on July 14, 2013, the last day of the Indian telegram service, a team of 15 people from the agency sat at the Telegram Office in Mumbai from 9 am to 10.30 pm and diligently wrote out individual telegrams to high net worth

Does more data imply better customer service?

Not necessarily, if the data collected is not fed back into the feedback loop You may be spending a fortune in opening up new markets, designing and selling personalized products, thinking of newer ways to enhance a customer’s ‘experience’ of your brand, but if your service desk is not making use of the data insights that your CRM software is generating, you may well forget about having any data strategy in place. You are not making proper use of the customer

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