GUEST AUTHOR – DIRECT MAIL
CHARLESPRESCOTThasfoundelements
ofhopeamongsomegrimpostalstatistics.
againbecomeacraft.This
means‘craft-sized’quantitiesof
Withemerging
targetedmailofastounding
effectiveness,suchasweseeat
tools,direct
awardsceremoniessuchas
mailwillonce
Caples,Cannes,Amauta,Abemd
andEcho–thekindofeffective againbecome
DIRECTMARKETINGINTERNATIONALMAGAZINE
messages,senttocarefully
definedpopulations,that
acraft...
produceresponseratesabove
thelegaldrinkingageinthe
thismeans
UnitedStates(21),and
‘craft-sized’
Theonly
sometimesinexcessofthe
ageoffullsocialsecurity quantitiesof
DMmagazine
benefits(65).
Hopefully,itwillalsobegin
targetedmail
thatbringsyou
theendoftheterm‘junkmail’.
ofastounding
yourworld(every
effectiveness.
hour,onthehour).
CharlesPrescottisan
internationallawyer,editorof
‘ThePrescottReport’and
chairmanoftheConsultative
CommitteeoftheUniversal
PostalUnion.
www.dmi-news.com
www.dmi-news.com June2009 27
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