Executive Summary :

Direct marketing campaigns allow marketing professionals to track and improve their campaign response rates. They allow marketers to leverage the customer information they have, personalize messages, content and offers to each recipient and create different follow-up campaigns depending on how each prospect responds. While the potential benefits are tremendous, the initial direct marketing campaign can be difficult and sometimes even the most seasoned marketers or bosses need convincing.

This whitepaper outlines 8 tips that will help the innovative marketing professional convince their bosses, marketing colleagues or potential clients about the effectiveness of direct marketing campaigns.

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