Bad direct mail isn't so good. Mostly it gets trashed. Targeted marketing, using variable content can work. The more targeted and the more variable it is (customized to each particular customer) the better it works. But it takes special software and good database skills, so you pay for it.
As them what your ROI will be, the response rate projected, etc. If they are really good, they will suggest things to improve response rates. Every piece you mail out that gets trashed is wasted money, so you want the best chance of someone opening it and responding.
There are certain assumptions people can make regarding income levels from public records. I don't know if it still happens, but when we got married, had a kid, bought a house, moved apts, etc. we got mail targeted at us based on those things. You can used those things to get their attention OR target a program or sale dependent on those things (lose that pregnancy weight, etc.)
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Lost Dog's Blog
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"The wolves spoke to me in a language all their own; it was like German, Mongol, and Bitchin' all mixed together."
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