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As more and more of one’s work and personal life shifts into the digital zone, it’s easy to consider abandoning direct mail marketing initiatives. But it’s important not to be too hasty. The Direct Marketing Assn. found that more than 75% of recent campaigns used direct mail—generating almost 30% of the associated revenue. Incorporating digital media into an integrated campaign is a great idea, but be sure it is a complement to, and not a replacement for, traditional marketing channels such as direct mail, events, and direct advertisements.
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