Sometimes marketers get stuck in a direct mail strategy rut. They find a direct mail format that works and just stick to it. Over time, the ROI shrinks, but not enough to spend time making changes.
This is easy, but not the right thing to do. When you get to this point, you need to get outside your comfortable box and create a new direct mail approach. This goes beyond thinking outside of the box, but to creating a whole new type of box. What do I mean?
