Judy Mann

What have you done for your prospects lately? Using gifts to light the spark of interest in a mail piece is one of the oldest practices in the direct mail world, but this approach may need a little updating in your next planned campaign to get the results you're looking for. Here's three tests worth doing before pushing out the next campaign.

Asmart marketer needs good, satisfied customers the way human beings need oxygen. Without them, a once-lucrative business will be left gasping for air—in essence, happy buyers constitute the most basic need of a company. But that’s what prospects do for you. Now stop and think for a moment. What have you done for them lately? Using gifts to light the spark of interest in a mail piece is one of the oldest practices in the direct mail world. If your offer’s already good, nothing will make it more attractive than giving a customer a free item just for signing on. Or, if a freemium

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