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The Evolving Direct Mail Campaign

Published Wednesday, October 01, 2003

Five years ago, when I was a full-time consultant with a marketing company that produced advertising campaigns for clubs, I stumbled onto a unique marketing idea — send out birthday cards to non-members of the community and “gift” them a trial membership to the club in honor of their special day. The idea was born out of statistical information a client shared with me after spending a considerable amount of money having a specialist analyze their club membership data. In an effort to identify the forces that were influencing new enrollments, this data specialist stumbled upon the finding ...

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