http://www.isnare.com/?s=author&a=Robert+Wilkinson Marketing Robert Wilkinson Mon, 14 Jan 2008 00:00:00 +0800 http://www.isnare.com/?aid=106784&ca=Marketing If you use direct mail it's in your best interest to get as much of it opened and read as possible. You may have spent a small fortune on the copywriting and the expensively printed brochure, but if you don't ensure that as many packs are opened and read as possible, then both copy and brochure are... Marketing Robert Wilkinson Mon, 14 Jan 2008 00:00:00 +0800 http://www.isnare.com/?aid=107559&ca=Marketing If there's one thing that makes direct mail a reliable method of drumming up new business, then that would have to be the ability to test if different version of a pack achieve a better return on investment. Having processed many mailings over the years, I can attest that clients rarely take full ad... Marketing Robert Wilkinson Thu, 15 Nov 2007 00:00:00 +0800 http://www.isnare.com/?aid=107249&ca=Marketing This article is geared more towards small and medium enterprises requiring runs of 100,000 pieces or less. The same advice applies to larger runs too but it's not quite as big an issue. On the larger runs, the high setup costs I mention below are more easily absorbed into the entire sots of the job... Marketing Robert Wilkinson Tue, 07 Aug 2007 00:00:00 +0800 http://www.isnare.com/?aid=107116&ca=Marketing Direct marketing - get them reading and keep them reading Whether you are door dropping leaflets, sending direct mail packs or putting inserts into newspapers you have a limited amount of time to make your appeal to your prospect. Assuming that your envelope has been opened, or your leaflet has been...