What makes direct mail work? Some argue that the answers lie entirely with tactics — that one killer word on an envelope will make it pull response, while a variation on that word may cause failure. After 40 years of working with and learning from an army of smart professionals, I know there are theories that explain direct mail success.
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You’ve invested money. You’ve given them a lot of your time. You’ve even shown them love. And you’re just going to let them walk away? I’m talking about lapsed customers, who remain the best prospecting source no matter how many new leads your company may have or how successful your new acquisition campaign is about to become.