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Direct marketing just got easierPicking the right promotional mix is not easy. Whatever is done it must be effective, and also costeffective, and both budgets and time are no doubt limited. Business does not arrive unbidden (or very little of it does), nor does it magically arrive just by crossing your fingers and shouting 'Promotion!'; so something must be done and time and effort must be expended to make sure it works.Even in this electronic age, direct mail remains a popular form of promotion. It can certainly find and hold customers and do so costeffectively too. But, you may have noticed, it does not have the best image the words 'junk mail' are frequently used in relation to direct mail offerings! However, used carefully, it can work for seller and buyer alike. This book sets out how to utilize direct marketing formaximum benefit for both.If you position the use of direct mail effectively within the totality of your promotional mix, and make it work well and that means systematically making sure that every element of it works well, from a letter and brochure to an envelope and much more it can be an important part of your business generating process. In this book, in seven succinct chapters,we review how to make that so.Each of the seven chapters in Direct Marketing In A Week covers a different aspect: Sunday: The recipients: database considerations Monday: The core elements of direct mail Tuesday: The component mix Wednesday: Creatively enhancing persuasiveness Thursday: Followup activity Friday: Email approaches: as easy as 'click' Saturday: Future campaigns
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