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One of the most successful books of the last three decades is The 7 Habits of Highly Effective People by Steven Covey. What makes it so great is that its principles work for anything you want to succeed in. Let's see how they apply to marketing on a tight budget...

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As an independent, debt-free, and self-sufficient company, Click2Mail’s only obligation is to its customers. There are no venture capitalists or controlling investors to whom Mr. Garvey and his team need to report. The customer is all that matters...

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To track the effectiveness of the mailer, Beasley included a special coupon code for customers to input on the website when purchasing a course. He also cross-referenced any new customers with the mailing list to account for anyone who forgot or didn’t use the coupon code. “We found 3.6% of the list became customers from one letter.”

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Our founder and Chief Mail Nerd spent 29 years in the US Postal Service. Having struck out on his own to start Click2Mail in 2003, Lee Garvey has operated his company successfully for 14 years with these 10 house rules.

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Gone are the days of the printing press that required plates to be created for each and every item printed. That process, while revolutionary in its day, made it nearly impossible and very expensive to use variable data. Today, thanks to advances in technology have made variable printing as easy as using “mail merge” in a word processor...

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