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The New Rules of Lead Generation by David T. Scott

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When Should You Use Direct Mail

You should use direct mail if you sell a product or service that you think will get a good response with this tactic. Direct mail is very effective for products or services where the target customers need to take time to think seriously about whether to take advantage of a certain offer. It is also effective if you are marketing a complicated product or service where the offer has to be spelled out in great detail, or if you are presenting several detailed offers at once.

E-mail marketing, on the other hand, tends to work best for products that can be sold online, where the target customers can make a quick decision and take immediate action on the offer. In e-mail marketing, the product or offer needs to be explained ...

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