Kevin Nielsen

In direct mail, most soft offers are the equivalent of a two-step sampling program. Getting prospects to try the product or service is the initial goal of the direct mail offer. But what if you have a product that lends itself to sampling through the mail? Could you send a representative sample, and how? On a basic level, just about everything can be sent through the mail, other than items like hazardous materials, animals and live ammo, for example. It gets more complicated when you consider factors like insertion, turnaround, storage and, of course, cost. The following information on how items get inserted into

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