With technology offering marketers so many options to reach customers, a question is raised: is direct mail still effective, or is it passé?

Once you have a lead generation program in place, evaluate the quality of the leads you're getting. Make adjustment to raise response (and loosen the quality of leads) or lower response (and tighten the quality of leads).

Using direct mail or e-mail to generate sales leads is a smart way to support your sales staff and make their efforts more efficient and profitable. If done properly, a good lead generation program can lower your sales costs and raise your sales revenue. Here are a few ideas for getting quality leads:

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