All rights reserved. If you re new to direct marketing, you need a quick course on the basics, because a lot of what s involved in direct marketing seems to defy ordinary common sense. The first thing you must understand about direct marketing is that response rates are much lower than you would expect.
Many direct marketers do.
But you have to have a clear understanding of the economics of direct mail. Your cost of goods. Your cost per piece mailed. This is explained below. Your cost for creative development.