Melissa Anunson

The more you know ... it's more than just a commercial slogan; it's a creed for direct mailers to live by, and a mantra that the Wisconsin School of Business (WSB) displays in its latest marketing and sales courses campaign

The linchpin to direct mail success is having a solid strategy in place. You can’t just come up with a design and send it out blindly. You have to think about what you’re sending, who your audience is, why you’re communicating with it and what your objectives are. Sometimes, marketers skip steps along the way. Here, Melissa Anunson, senior marketing specialist at the Wisconsin Business School’s Marketing Services Department, shares her keys to a successful direct mail campaign.

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