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Globe Trotting

When sending direct mail overseas, don't let your message get lost in the shuffle. Heed these following tips before mailing internationally.

This story appears in the June 1999 issue of

If your direct-mail audience includes a continental contingent,you might want to heed these global warnings:

1. Plan ahead. Don't do a European mailing in Augustwhen the entire continent is on holiday in southern Spain. And makesure your mailing doesn't coincide with any national holidaysor religious observances. Of course, before you blanket the wholeregion, you might want to send out a smaller mailing first to gaugethe potential response rate.

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