Accpac International Inc., an accounting and CRM software developer, is making its first forays into direct mail.
Later this month, the Pleasanton, CA company will send out a 100,000-piece mailing to sales and marketing executives at midsized companies. These prospects were taken from lists of subscribers to magazines such as Sales and Marketing Management, Info56 and Info Canada, said Susan Sheridan, senior vice president for sales and marketing.
The purpose is to develop more pass-along leads than Accpac was able to make through previous e-mail efforts.
The budget is about $120,000.
Earlier on, Accpac ran a 20,000-piece mail test to gauge the effectiveness of Post-It Notes as a premium to encourage recipients to click onto its Web site (www.accpaccrm.com) and take advantage of a 30-day
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