Last but not least, don't stick your head in the mud. Do become knowledgeable about social, mobile and other non-direct mail media. Don't use only direct mail because that's what you've always done. Become informed so you can make balanced decisions about what's right for your organization and more importantly, your customer.
Pat Friesen is a copywriter/creative strategist who writes for direct mail, email, blogs, catalogs, the Web and other direct marketing media. She's also a sought-after copy coach, workshop presenter and columnist for Target Marketing magazine. Contact Pat at 913-341-1211 or Pat@PatFriesen.com.