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Direct Mail is using the process of using the postal service to communicate directly with end customers. While bad practicioners have caused the term "junk mail" to be coined and caused its repute to be somewhat dulled, direct mail is a very viable communication method if your database of names and addresses is high quality and recently or often cleaned. Your own in house developed "opt in" databases will usually give the highest response rates with bought in lists often dropping to 1 or 2% response rates at which point it becomes just a numbers game with the potential to irittate more customers than you please. The arrival of email has given direct mail a shot in the arm but care is also required with email marketing as abuse (spamming) is already rife. See also direct marketing, junk mail 05/12/2001 Use your browser back button or |
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