Tag Archives: mail plan

List Testing in Direct Mail

“If you mail an entire mailing list the first time you try it, you aren’t testing, you’re gambling.” -Edward Nash [1]   When looking at your marketing budget, testing should always be included as a necessary upfront expense. The reason is that companies can “assume” a launch will be successful and then run the risk […]

How to Identify and Select the Target Market for Your Direct Mail Marketing Campaign

  As Edward Nash, the father of Direct Mail puts it, when it comes to identifying your target market, “There is only one common denominator that you can count on – interest in your product” (Nash, 2000, p. 56) And while your first response may be to design your advertising for the masses, you must […]