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E031 - 10 Direct Mail Pitfalls That Kill Programs (with Rich Walker)
Rich Walker is back! After our first direct mail episode became the most popular episode on the show, we're back for round 2.
The 10 DM Pitfalls We Discuss
1. Attribution Nightmares
People get your mail, then go to Credit Karma to respond. Your CFO freaks out about "paying twice" but that's just how the channels work together. Rich breaks down holdout testing and why you need to stop thinking about this as double-paying.
2. When Campaigns Go Off The Rails
Your mail program is humming along, then suddenly a campaign tanks for no reason. 80% of the time you'll figure out what happened, but 20%…
The skinny
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