Marlena Djukich

Follow-up direct mail efforts aren't just for campaigns that solicit direct sales or donations. Business-to-business marketer 3Com has found that following up your lead generation campaign with another request for information can boost your results, especially if you use the right creative technique. To get detailed information on its prospects' computer network needs as well as to generate interest in its line of products and system-building service, the eNetworks department of 3Com mailed a 9" x 12" envelope package in December 1999 that featured a contest (835THREEC1299). Entrants were encouraged to describe their companies' network challenges and answer a list of questions on their

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