White papers that provide
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services marketer.

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approaches for financial services marketers.

Reinvigorating Direct Mail in Financial Services: Capitalizing on New Insights into "Why" Consumers Buy

Direct mail is an important vehicle for both expanding relationships and acquiring new households. Many institutions rely primarily on responder models to determine who will receive a mail piece. Such models identify new targets for the next direct mail drop based on shared "look alike" attributes of previous responders.

Inevitably, there is progressive degradation in the performance of direct mail campaigns. The diminishing returns lead to tactics such as mailing deeper into the file and enriching the opening offer to entice greater response. These tactics drive up cost per acquisition and erode campaign and customer profitability...

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