{ "item_title" : "Direct Mail in a Digital World", "item_author" : [" Patrick F. Pendergast "], "item_description" : "Who says that Direct Mail is deadIn the digital age, everyone thinks email is the best marketing tool. Pat Pendergast details for you specific methods and processes he is using for Direct Mail success. Don't waste your hard earned money on a poorly conceived Direct Mail campaign. ROI (return on investment) is how you need to think and plan for a successful Direct Mail campaign. A 2% response rate is old news. You want to think lifetime value of a customer. Testing will also help you find the best mailing list and demographic for your product. Testing different prices will determine your price point. A Direct Mail campaign, when executed correctly, will continue to bring you sales and profits over and over again.", "item_img_path" : "https://covers1.booksamillion.com/covers/bam/0/61/599/381/0615993818_b.jpg", "price_data" : { "retail_price" : "24.95", "online_price" : "24.95", "our_price" : "24.95", "club_price" : "24.95", "savings_pct" : "0", "savings_amt" : "0.00", "club_savings_pct" : "0", "club_savings_amt" : "0.00", "discount_pct" : "10", "store_price" : "" } }

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