DM Info

A Great Offer: Never Go Into the Mail Without One

By Ken Schneider

I'm often asked, "What's the most important component in a winning direct mail package?" Is it the outer envelope? The letter? Brochure? Could it be the order card? Or the lift note? And, in a broader sense, does good copy trump mediocre design? Or, conversely, can good design rescue so-so copy?
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To Click With Your Direct Mail, Look Online

By Lee Marc Stein

The premise in the direct marketing industry in the late '90s was that the Internet was going to wipe out direct mail. Over the past five years, we've seen that prediction proven as false as the other great lie, "2 percent is a good response to a mailing." What we've experienced instead is (no surprise) media convergence and synergism: direct mail helping online marketing and online marketing helping direct mail.
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The Do's and Don'ts of Direct Mail

Do: Use direct mail as part of your regular marketing because it is one of the most cost effective ways to reach your target audience.
Do: Make your direct mail simple and easy to read. It can be as inexpensive to produce as running off a letter, or as elaborate as a 4-color gift box with a gimmick inside, but whatever you choose to send, get your message across quickly and concisely.
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Money-Saving Tips on Creative, Mailshops, Printing, Mailing Lists, and Data Management

Creative

1. Make sure that your response form fits in the return envelope. A form that doesn't fit easily can depress response.
2. Be sure to include your business address on your response form or brochure. It seems obvious, but this is commonly overlooked.
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The 12 Most Common Direct Mail Mistakes... And How To Avoid Them

Successful direct mail doesn’t depend on fancy, four-color design or “creative” copy. Business-to-business marketers, seldom track response or test one mailing piece or list against another. As a result, they repeat their failures and have no idea of what works in direct mail—and what doesn’t. A mistake.
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Direct Mail Strategies: How To Get a 50% D.M. Response Rate With A Stroke Of The Pen

By Michael Kaselnak

Did you know that your clients and customers are getting hit with approximately 3,000 advertising messages a day! This barrage of advertising noise is making it increasingly difficult for prospective customers to hear what your business has to offer.
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