18 Essential Elements That Can Make or Break Your Direct Marketing Campaign - RenÈ Gnam / DirectMailQuotes.com

Knowing that the basics are necessary in any direct marketing endeavor, RenÈ Gnam, a leading authority in the direct marketing industry, wowed attendees with 18 essential elements to a direct marketing campaign during his seminar at Florida Direct Marketing Days.

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Invest the most where the potential payback is the biggest," said Joan H. Smyth, vice president of direct marketing at Covenant House, in a session titled "Getting That Second Gift."

First-time donors are just "tryers," she said. The second gift offers potential to convert the tryers into long-term donors...

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When it comes down to it, the key element that separates direct marketing from other marketing techniques is the offer. Direct marketing campaigns are meant to sell products and services; a two-step campaign may be needed to explain the offer, but the desired result is a concrete sale.

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If you are thinking of starting an e-mail marketing campaign, or already have one in place, you can not afford to miss this article.

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