In direct marketing, Return on Investment (ROI) is the metric by which any campaign measured. With all the talk and popularity of electronic alternatives to traditional hard copy mail, none can deliver the response rates of direct mail. Direct mail pieces allow you to send a tangible and targeted message to a tailored list of contacts and prospects, preventing that message from getting lost in the noise that can be associated with other routes offered via the internet and email (i.e. “The screens”). This session will talk about the facts of how Direct Mail is still the most effective method to drive response by any measure and how all the options work best (for both cost and response) when used wisely to complement each other. Instructors: Christine Erna and Mark Rheaume
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