The more things change, the more they stay the same. Well, it’s kind of like that these days with e-mail proving to be less reliable than what you’d expect from a marketing vehicle. This Marketing Minute highlights a direct mail tactic that builds brand ID and leads, albeit with a few caveats.

Albert Maruggi, president of Provident Partners, provides four key tactics to follow when implementing direct mail as part of a brand building and lead generation strategy.

“I’ve come full circle on direct mail as an effective strategy. I’ve been getting direct mail from a company called Rightclick Strategies for more than a year. They have a specialized service to reach members of Congress and their legislative staff, which can be targeted by topic of interest. While I have not used Rightclick Strategies, I sure know what they do. And if we have a client who needs to reach Capitol Hill, you bet I’d go to Rightclick, just because I know their value proposition and they are top of mind on that issue.”

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