John P. Michell

How to Make More Money on International Mailings by lowering expenses and increasing response By John Michell There are always two sides to making more money on your mailings: decrease costs and increase response. When operating domestically, mailers are familiar with and expedient at both. They know all the ins and outs of shaving expenses, and they test everything possible to increase response by even a fraction. When it comes to international campaigns, however, mailers often are not as diligent, perhaps both because there is not as great a familiarity with the international market and because the mailing quantities are usually smaller for international

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