Five Ways to Merge Ideas and Data for Great Direct-Mail Creative

A final note: The downside of data-driven creative is inaccuracy. Great creative that’s based on bad data is a relationship killer. Thus, the most important rule is to capture data accurately and keep your data current, complete and clean.

Jean M. Gianfagna is president of Gianfagna Marketing & Communications, Inc., a full-service agency offering direct-marketing strategic and creative services. She can be reached via www.gianfagnamarketing.com