Revolution in the Mailbox

Tables, Figures, and Exhibits xi

Preface xv

Acknowledgments xxi

About the Author xxv

Introduction: How We Got Here and Where We’re Going 1

PART ONE: Making Direct Mail Work for Your Organization 9

1 The Strategic Uses of Direct Mail 11

2 Selecting Your Audience 35

3 Preparing Your Test Mailing 53

4 Anatomy of a Direct Mail Fu...