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    January 05, 2008

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    Scott Monty

    Holy crap indeed. What Chief Marketer fails to take into account is that Greenwald's client didn't rent a direct mail list - she used her own personal contacts. That's a bit different from standard direct mail, where you receive an unsolicited valueless offer. She appealed to friends & family, offering them something of meaning in return - of COURSE she'd get a 12% response rate.

    Imagine the response rate if the woman used social networking...

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