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Essential Secrets of Effective Direct Mail [Paperback]

John Fraser-Robinson
5.0 out of 5 stars  See all reviews (1 customer review)

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Book Description

1 Feb 1992
A practical book providing straightforward advice to those people wishing to put together a direct mailshot or campaign. This guide takes the reader through all the facets of direct mail including lists, design, production testing and analysis.

Product details

  • Paperback: 304 pages
  • Publisher: McGraw-Hill Publishing Co.; Rev Sub edition (1 Feb 1992)
  • Language: English
  • ISBN-10: 0077075617
  • ISBN-13: 978-0077075613
  • Product Dimensions: 22.4 x 14.8 x 1.8 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 3,556,522 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Most Helpful Customer Reviews
5.0 out of 5 stars Dated, but brilliant 1 Oct 2009
Format:Paperback
This book was written 20 or so years ago so, inevitably, it is dated. Mind you, Fraser-Robinson's presience about the coming power of computers is clearly in evidence. But the datedness hardly matters because the content is clear, concise, brilliant ... and still totally relevant.

Right now, hordes of 'internet marketers' are making fortunes from selling information about how to build email lists using landing pages, squeeze pages and the like. They talk about 'great copywriting' and they go on and on about test and measurement. You know what? Fraser-Robinson did it all 20 years ago! And he wrote it better. All you have to do is interpret the jewels that this guy gives you for direct marketing and relate them to the internet environment.

So, if you need to get up to speed on how to do direct marketing, read this book. It is absolutely brilliant.
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