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Successful marketing by Infinite Ideas

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7. Direct marketing: dos and don’ts

What’s in this chapter for you

  • The pros and cons of going direct
  • Understanding the market
  • Setting your objectives
  • Mailing lists

‘We used to send about 20,000 email shots a week. We then did a bit of a survey of recipients and found that more than 60 per cent of them went into spam folders and most never got as far as the decision-makers.’

– June Summers, Gift Express

The pros and cons of direct mail

Direct mail tends to have a bad name. We have all been irritated by the mass of spam or junk mail arriving every day, whether though the letter box or via email. But it needn’t be like that.

You?

What do you think about the direct mail shots, whether printed or electronic you receive? Here is a typical view: ...

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