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The document discusses the significance of direct mail (DM) in relationship marketing, emphasizing its proven direct impact on sales and brand awareness, despite the importance of non-response metrics. It highlights various factors influencing response rates and how incorporating DM into media campaigns enhances engagement and conversion through personalized content. The findings underscore DM's role in building brand perception, consumer loyalty, and long-term ROI, suggesting that marketers should measure both direct responses and the broader impact of DM efforts.From gut feeling to CRM
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