Richard V. Benson, consultant and author of “Secrets of Successful Direct Mail” 1. Lists are the most important ingredient to the success of any promotional mailing. C. Rose Harper, first woman to serve as chairperson of the Direct Marketing Association, Direct Marketing Hall of Fame inductee, and former president of The Kleid Co. 2. Direct marketing companies don’t have a single mailing list — they have many. How many? Only segmentation will tell. Your opportunities to segment a customer file into marketing units when purchasing behavioral characteristics are vast. Thus, while the marketing Information network (mIn; www.minokc.com) offers more than 42,000
C. Rose Harper
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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