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June 16, 2006
Build Brand Recognition with DM
Online and off, direct marketing exists for a primary purpose: to sell stuff. But whether products or services, many marketers lose sight of the potential for brand building in pursuit of higher open rates, greater response numbers, and more dollars generated.
If you have response rates of 4% in a traditional DM program, the other 96% of recipients still have the ability to be positively influenced by your brand. By driving brand messaging and key attributes throughout the visual and verbal elements of your package or email, you can start building awareness, knowledge and preference.
By all means, sell your product or service. Testing will show you how to best do this. But be sure to educate all recipients on your brand. Though the results won’t show up on your ROI dashboard today, the seeds you plant may sprout when you least expect it.
Posted by MCorp. at 16.06.2006 16:53 | Permalink
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