Tracking Direct Mail Response: Ring The Bell!

It’s pretty well accepted that direct mail (or any other advertising program) tracks along a bell curve. In other words, the response comes slowly at first, then accelerates, then peaks, then declines and eventually disappears. If you don’t recognize and plan for...

Customers and Not-Customers

What exactly is your marketing goal? Is it to generate new customers, or to get more business from established customers? It may very well be both, but we want you to think about three things today. First, direct mail is a very good way to acco mplish either goal....