What Can You Expect Direct Mail to Do?
We’ve been involved with direct mail for more than 40 years, and in that time a lot of things have changed. But one thing that hasn’t changed is that we’ll occasionally run across someone who will boldly contend, “Direct mail just doesn’t work!” When we press for specifics (because we really want to know about this) we usually get a response along the lines of, “I tried it once and I didn’t get the results I was hoping for.” It’s pretty hard to argue with that. But when we ask people exactly what their expectations were, they often had no idea what to expect, or their expectations were unrealistic. Read More