Direct Marketing Formats: A strategic look at 9 mailer options
Direct marketing is a complex business with many elements to consider. Chief among your considerations should be your list and your offer. These two elements will have the greatest impact on your response rate. Have you heard about the 40-40-20 rule? The rule says...
Direct Mail Strategy: Do you see direct mail more as advertising or sales?
When direct mail became a mainstream marketing channel for the largest brands back in the early 80's, many advertising agencies jumped on the bandwagon and started to offer direct marketing services. It was a natural extension for them. They were already creating...
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...
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. Ask most people and they will...
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...
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...
Direct Mail Tip: Make your direct mail offer the centerpiece
One of the easiest ways to improve the response rate of your direct mail lead generation campaigns is by giving more exposure to your offer (or lead magnet). Too often the offer is buried in the mailer, the reader never sees it and the response rate suffers. What a...
Getting started with content marketing
Content marketing can be very intimidating. It’s such a broad topic that covers a range of activities like web content, blog content, gated content, search engine optimization, keywords, lead capture, email follow up and social media. There’s too much to know and too...
Thank you, online marketers, for preaching our gospel
Whether they know it or not, online marketers are introducing direct marketing fundamentals to a much wider audience. Rodney Dangerfield built an entire comedy career around a simple idea: "I don't get no respect." Sometimes I wonder if the direct marketing...
Direct marketing niches – and why you should know them
Direct marketing niches represent the various ways in which direct marketing is being used. As you will see, they have very little in common other than their use of direct response. I hear from a lot of people who want to try their hand at direct marketing. More...