Tina Kilby

Heather Fletcher is senior content editor with Target Marketing.

When marketers start direct mail campaigns, they might as well shout, “Show me the money!” That’s because the channel’s advocates say they will soon be seeing dollar signs, much like Cuba Gooding Jr.’s character in “Jerry Maguire.” Also, while Cameron Crowe didn’t pen the phrase “target, personalize, track,” those are the keys to direct mail conversions that read like the screenplay to effective marketing strategies in this channel.

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