What are you going to read first?
A full colour postcard with attractive photos and visible offers
A plain envelope with an unmarked sender
That’s the beauty of it, you know the answer to the question and it sells.
You’ll get an incredible high readership just because it’s visible and in front of the reader before they even decide to read it. What the recipient reader doesn’t know that whoever has supplied the direct mail campaign may have spent more on (more…)
In direct marketing there are very different challenges for the marketing manager, depending on whether they wish to approach the general public (Business to Consumer or B2C) or to communicate with other businesses (Business to Business or B2B).
One of the key differences is in market segmentation. It is of course true that some of the ways of slicing up data are common to both business and consumer markets. For example, recency/frequency/value of past sales is one way o (more…)
