A pile of potential?
Carried out professionally, a direct mail campaign has the capacity to be a very lucrative endeavour. John Shetcliffe says a whole new market can be opened up with careful mailing.
In theory, the use of a direct mail initiative means that a companycan contact a large number of potential customers and give them enough
information to make a buying decision, without needing to speak to them
individually.
In 1999, 3.1 billion pieces of direct mail were sent in the UK, a third of
which came from the financial services sector, an equivalent of 24 pieces
of financial services mail per adult. The good news for intermediaries is
that the scattergun approach adopted by most financial
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