Lisa Freeman

In the world of database marketing, there's no such thing as too much data. However, on the mail piece, there certainly is—as prospects can suddenly turn unresponsive and uptight if they see too much familiarity in the mail piece.

It's no secret among direct marketers that direct mail has been having its struggles, with production and postage costs going up while response rates sink because of prospects becoming less consumerist than in any time in our recent history as a country.

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