To achieve growth and financial objectives, it is critical to develop the optimal contact strategy with your customers and prospects using both direct mail and e-marketing. However, to create this strategy and an annual marketing plan, one must master some of the basic planning concepts and tools of direct marketing. You'll learn how to:

• Determine the amount of advertising expense appropriate for your business


• Calculate the cost of customer acquisition and determine lifetime value of your customers from various channels


• Create and test alternative contact strategies to maximize ROI using mailings, e-marketing, and other techniques