SUMMARY: Looking for expert instruction on how to increase postal direct mail value in your marketing mix? Search no further -- we have one of the medium's savviest veterans to help.
Rick Ritter has been cultivating heady book club campaigns from start to finish for more than 30 years. Of course, he has volumes of interesting war stories from all of those mailings -- some battles won, some lost.
But what tactics and lessons does he still use as president of leather-bound facsimile books marketer Gryphon Editions? In a wide-ranging interview, Ritter offers a bevy of tips, strategic advice and lessons...