Recipe: Sending Direct Mail by E-mail or Post

There is a significant difference between postal direct mail or unsolicited bulk e-mail and sending personal letters or e-mails to prospective clients, which is discussed earlier in this chapter. This difference is marked by both the level of individual attention you give each communication and the volume of marketing pieces you send. And the difference in the impact these two tactics will have is equally significant.

Think of yourself as an example. How much of the mail arriving in your mailbox or e-mail inbox do you actually read? Do marketing letters you get with your name inserted fool you into thinking the letter was written just for you? Who are you more likely to contact—someone who sent you ...

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