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Junk Mail vs Direct Marketing

Fulfill real consumer needs


I always look at Junk Mail as push marketing, where marketers are pushing offers but not considering consumer needs. Direct Mail on the other hand, is highly targeted, and when done well, creates consumer connections and provide offers that fulfill real consumer needs.

So how do we get there? According to, the list is the most important part of a Direct Marketing campaign (digital or offline). Eighty percent of your response rate is driven by your list and offer. Rather than placing most of your resources in an attractive format, or exciting creative, be sure to pay strict attention to what will deliver 80% of your success.

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