Making Direct Mail Work
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Test Even after a huge success, test again. One letter might work, the next not. Or you may have hit just the right moment. Do not assume anything. I had one client who had great success with a simple one colour brochure in a mailing. For his next mailing he went over to full colour, and the mailing flopped. He couldn't believe it, because surely colour is better than one colour. But no, this is not always the case. So always test, no matter what happened last time around.
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