If you ever buy mail-order products … hold on. Let’s back up a minute. It should be WHEN you buy mail-order products. You SHOULD be an active direct mail buyer. Why? Cuz you get to see the entire marketing process. How the business takes your order, what the packaging looks like when it arrives, what’s […]
direct-mail, direct-mail-marketing, package-insert-programs, pips, recency, sales
The most successful promotion I’ve ever worked on – which brought in hundreds of millions of dollars – didn’t really “take off” until the fourth version of the brochure. My whole life would be different now if that company had stopped mailing after the third version and never mailed the fourth version. How do you […]
copywriting, direct-mail, direct-mail-marketing, profit, sales-piece
If you’re like me, you’ve become addicted to reading people’s comments before buying anything on Amazon. We want validation that we’re making the right decision, and what could be more sincere than the spontaneous assessments of people who have already bought and used the product? One of the reasons testimonials can be more effective […]
direct-mail, direct-mail-marketing, sales, testimonials, website
Price is a mysterious thing. There are literally hundreds of options for how you price your product or service. You do not have to always charge the least expensive price in order to get business. In fact, I don’t think you should ever be in a position where you have to compete on price. […]
competition, direct-mail, direct-mail-marketing, price, sales
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
If you’re not working off a house file, your entire direct mailing campaign starts with a list of prospective customers. You’re not going to build these lists yourself. Can you imagine thumbing through an old phonebook to find the names of all the potential customers in your area? You wouldn’t. Instead, you can purchase lists […]
direct-mail, direct-mail-marketing, list-broker, list-hygiene, lists, vendors
Saturation can occur when you mail the same sales copy/package to the same group of prospects over and over. A saturated market isn’t a profitable one, so you want to avoid putting yourself in that position. There are a number of ways you can saturate your mailings. One of the most common ways is failing […]
direct-mail, direct-mail-marketing, planning, profit, sequential-mailing
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
When putting together a direct mail campaign, you want an angle that will make you stand out from your competition. You want to send out unique sales pieces that will grab your customers’ attention and hold it. You want something that interests them. One great way to connect with people is to give them something […]
direct-mail, direct-mail-marketing, holidays, planning, sales
A number of years ago my wife Heidi ordered a down comforter from a catalog. She loved the style and quality of the comforter when it arrived. Of course, as a marketer I was very interested to see what would happen next. Sure enough, they started sending us a regular stream of catalogs and offers. […]
direct-mail, direct-mail-marketing, frequency, monetary, new-customers, recency, RFM-system, sales