Last time, I wrote that the key to successful direct marketing is to find an optimal combination of reach and frequency-putting your message in front of the right audience size the right number of times. This column will provide the conceptual framework for improving the accuracy of your marketing efforts. I'm going to show you how to quantify the best possible return on your investment of both time and marketing dollars. In other words, you're going to learn the way to get the most people ...

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