Socializing direct mail vivifies dead letters

12/9/2011 |

More than half of B2B marketers consider their direct mail "somewhat effective," while 22% think of it as "very effective," a survey shows. Marketers can improve the effectiveness of their direct mail using a unique landing page to generate leads, as well as social network to promote direct-mail pieces, writes Jeffrey L. Cohen. By adding social-profile information to direct-mail pieces and encouraging recipients to share the communication over social networks with a discount, direct mail can spring to life.

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