• Don’t hard sell in the first contact, regardless of media channel
  • Don’t make too many offers and confuse the prospect
  • Don’t change the message based on the marketing channel

Whichever marketing direction you’re leaning to (mail first/email second), try it and see how it performs. Then reverse the direction and see how that works.

In any kind of direct marketing, we have the ability to test, tweak, and test again until we hit on our personal perfect formula!