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Purpose and benefits

The simplest and most immediate measure of a direct marketing campaign is the response level it achieves. Many different factors can affect response rates; it is important to test the variables before committing all your resources to a particular approach, and you should aim for a realistic figure that is within your budget.

Define your target market precisely. The more precisely you target, the better your response rates will be. Make it easy for your prospects to respond, and test your approach before committing resources to the full campaign.