How many registrations can we expect from direct mail blast?
Direct mail will yield almost no registration, since the primary purpose of it is to warm up the prospect before an email or phone touch. However, this has a significant branding impact. Prospects tend to associate with printed materials more positively than cold calls or unsolicited email invitations. We have seen repeatedly that without direct mail, our registration rate from email and phone calls drops substantially. So, while direct mail doesn’t drive registration directly, it will help indirectly to achieve overall higher registration rates.
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