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The Royal Mail Guide to Direct Mail is a practical DIY manual for all managers. In one handy reference book, it takes the reader through every stage of producing a direct mail campaign. The Royal Mail Guide to Direct Mail is designed for use by both excecutives planning a campaign for the first time as well as being a useful guide for those with more experience. Packed with helpful tips and practical advice, this will be anindispensable guide for non-specialists and marketers alike. This handy reference book takes the reader through every stage of producing a direct mail campaign and includes advice on:- * Identifying your best customers * Reaching potential prospects *Building your own cost effective mailing lists * Generating more business through effective copywriting * Planning and monitoring your campaign and * Examples of best practice The author, Brian Thomas is one of the most experienced practitioners and trainers in direct marketing in Europe. - from Amzon