Currently, the EDDM (Every Door Direct Mail) program is a great way for small businesses whose customers use their services or products regularly such as restaurants, bakeries, car washes, hair cut, and pizza places to name a few to get a lot of new customers quickly.

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Working with the Direct Mail Marketing Association, Mr. Edelman's firm created an opt-out program that helped quell growing objections about junk mail.

WSJ: Public-Relations Pioneer Began With 'Toni Twins' Stunt