In my first week at senior school, my IT teacher introduced the lesson by writing on the board 'GIGO – Garbage in, garbage out'.
The march of technology has not only made Direct Mail a much more intelligent marketing channel, it's also made it much more adaptable.
Consistency is found in that work whose whole and detail are suitable to the occasion. It arises from circumstance, custom, and nature.
When it is obvious that the goals cannot be reached, don't adjust the goals, adjust the action steps.
If you read this blog regularly, you already know how digital technology works in partnership with Direct Mail to deliver a seamless experience for the recipient, but what you may not realise is that the transition from mailer to screen is only the beginning.
It's always the ones we're not supposed to have who are the most irresistible.