The Direct Response Coach

Direct Mail Envelopes: To tease or not to tease

One of the tell-tale signs of promotional direct mail is the use of so-called “teaser” copy and graphics on the direct mail envelopes.

Over the years, I have had many clients who have been reluctant to use teaser copy because they thought their mail would look too much like advertising mail (better known as [...]

The Direct Response Coach

Direct Mail Postcards – Which side is UP?

If you’re using direct mail postcards in your marketing, let me ask you a question:

Which side is the front?

No, this is not a silly question.  It goes to the mindset of the person creating the postcard.  And it will impact your response.

As most people and they will say that the “front” [...]

The Direct Response Coach

Direct Mail Mistakes – Measure Twice, Print Once

I am not much of a handyman.

In my house, if something needs fixing, the go-to people are my wife and my daughter.  At Christmas, I give them tools for gifts.

In fairness to me, I do change light bulbs and twice a year, I install and remove our air conditioners.

So you can only [...]

The Direct Response Coach

Let's talk about response rates - realistically

Twenty years ago, I developed a lead generation program for a technical recruiting employment firm.

This medium-sized company placed highly skilled technical professionals into contract positions with technology companies.  At the time, the owner of the firm was anticipating a growth in demand for contract employees – and he wanted to build his database of [...]

The Direct Response Coach

Direct Mail Personalization – knowing the options and costs

Personalization in direct mail – it should go without saying, right?

I mean if your marketing to people on a one-to-one level, don’t you expect it to be personalized?

Maybe today, but that wasn’t always case.

Not that long ago, mailers were routinely sent out with Cheshire labels glued on the outside. The address label [...]