Article: B2B Direct Mail Lead Generation Success Needs Planning, Testing, Measuring.
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B2B Direct Mail Lead Generation Success Needs Planning, Testing, Measuring.
Is Direct Mail Useless for DMers?
Is direct mail useless at helping direct mail businesses generate leads?
That?s the question I was asked last week by a reader of Alan Sharpe?s B2B Direct Mail Tactics newsletter. Here is her unusual challenge, and my response.
?My biggest challenge in generating leads from direct mail is to convince our marketing people that direct mail should be used. This is a completely ironic situation given that we are a DIRECT MAIL HOUSE. Yes, that?s right. I?ve been told that ?direct mail is not good for our business.?
?Apparently, direct mail was tried once long ago and had a bad response rate. Our other lead generation methods include sales outreach activities (prospecting, networking, etc.) and communit...
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