The cost of your product or service ... Test, track, and adjust your marketing, and you'll be well on your way to success. Michael Zipursky is a direct marketing consultant, an author, and a ...

Throughout the campaign lifecycle, direct marketing strategists track and measure response rates, conversion rates, customer acquisition costs, various "cost per" metrics, lifetime value, and ROI to ...

Here’s what we learned about customer acquisition strategies for direct mail based on this year’s survey data.