Steve Trollinger Most

By Steve Trollinger Most multichannel marketers, particularly those with catalogs at the heart of their business, understand the importance of direct mail and its role in generating retail traffic. But not all brick and mortar retailers have embraced direct mail's potential as a way to drum up more in-store business. This month's column focuses on distance as an important factor in the improved success of retail-focused direct mail campaigns. Certainly the creative used, the merchandise offered and the company's overall brand promise and in-store experience are tremendously important to the success of any campaign, but I'm speaking here about how to understand and use

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