Sometimes dropping your mail off at the post office can feel like you’re throwing it into a vast abyss. Once it’s out of your hands, you have no more control over it. Will it get to real people, or will it end up in the dead letter office? Will the people who receive it read […]
common-errors, direct-mail, direct-mail-marketing, mailing-lists, sales-pieces
Patience is a virtue – one that you should call upon when making decisions about whether or not the changes you made to your direct mail campaign worked. In this article I’ll be focusing on the changes you might make to your control piece, but the basic principles presented here should apply to any change […]
direct-mail, direct-mail-marketing, sales-piece, testing
We are about to look at the most important 20 seconds in the life of a sales piece. And I bet you can guess what they are. It’s those first 20 seconds after your prospect sees your sales piece sitting in the pile of mail he just brought into the house, and what he does […]
copywriting, dimensional-mail, direct-mail, direct-mail-marketing, headlines, sales-piece
Fellow direct mailers . . . sometimes I like to remind you of what a great medium we have in direct mail. That’s because “snail mail” doesn’t get the respect it deserves today. Critics will say that in the 21st century other methods of communication are much more popular. There’s e-mail and texting and Facebook […]
benefits, campaign-results, direct-mail, direct-mail-marketing, profit
I suppose there are some businesspeople who send out direct mail campaigns just to sell some product today, and they don’t really consider the larger context of what they’re doing, and what their actions now could mean for the future of their businesses. You’ll notice that I called them “businesspeople,” and not “marketers,” because I […]
call-to-action, direct-mail, direct-mail-marketing, mailing-list, sales copy, testing
There will be times that you receive complaints about your direct mail campaign. In business you have to develop a bit of a thick skin. That means you have to learn to do what’s best for your business in spite of the fact that a few people may complain. Some people will always complain, no […]
copywriting, customers, data-hygiene, direct-mail, direct-mail-marketing, house-file, sales-pieces
Believe it or not, the Post Office really does know a thing or two about direct mail marketing. They provide more than just a service of sending your package from Point A to Point B. The USPS has some really helpful information that can help improve your direct mail response rates. Recently I found a […]
call-to-action, common-errors, direct-mail, direct-mail-marketing, mailing-list, testing