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Cinnabon uses direct mail to work the neighborhood

Online marketers often get inquiries from geographies they cannot serve. On the other hand, direct mail marketers can buy every address in their own zip code!

1to1 Media: Cinnabon Uses Direct Mail to Tempt Potential Customers, 2009-Jul-20

Hill and his team designed a program to send direct mail pieces to small businesses within a two-mile radius of certain Cinnabon mall locations. ..."We mailed out 60,000 posters that companies could hang in their break rooms, each containing 20 perforated coupons."  ... Money Mailers' numbers show that the campaign produced a 54 percent return on investment.