Mail Call

Direct-mail advertising can be an effective tool to reach customers, boost store traffic, and increase sales. Yet it can also be ineffective, time consuming, and costly if used incorrectly. JCK asked several direct-mail marketing experts and independent jewelers with direct-mail programs to offer insight into a successful direct-mail strategy. MANAGE YOUR LIST The biggest mistake most retailers make with direct mail is insufficient list management, says Deborah Scarpa, president of DJS Marketing Group in Miami. “Every year, there are people on your list who will change or drop off through attrition, making a portion of your list undeliverable,” she says. “With the cost of postage, you will waste a lot of money if you don’t keep your list up to date.” A key decision for independent jewelers is whether to use an in-house staffer to keep your lists fresh or hire an outside s

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