As I have indicated in previous issues, a magalog is a refreshing alternative to the traditional direct mail package and possesses a longer life span and a greater “pass-along” value than other direct mail pieces.

A magalog cover can even give a product or service a new look. For business-to-business, it is more likely to get by the mail room and gatekeepers. And for consumers, it has a dramatic impact in a market segment that isn't used to seeing that type of format.

In the last two issues, I explained what a magalog is as well as steps you need to follow to create a successful magalog cover.

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How well do you respond when your customers purchase or order a product or service through your website?

If all you do is send them what they ordered, you might be missing out on a golden opportunity to communicate with them and retain them as long-time customers, instead of just one-time shoppers.

More and more, you may recognize that companies such as Travelocity, VistaPrint and Dutch Gardens respond to new customers with a welcome email, or often even a special promotion.

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In a direct mail campaign, you can increase your response by having a powerful direct marketing website.

But if your website violates direct marketing rules, it can actually decrease your response. And often if prospects try to search the Internet for you, they may find a site that is outdated or inaccurate.

That's why it is so important to have a URL that represents a direct marketing website.

In coming issues I will discuss the elements of a direct marketing website and the downsides of not having one.

However, if you are confident that your website follows the direct marketing rules, I've offered some tips as to where to place your URL in your direct mail package.

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Much of direct mail is counterintuitive. Over the years you have probably wanted to cut direct mail costs. For example, by eliminating a lift note. On the surface, this might make sense.

Common ways to cut the cost of a mailing package are:

• Shorter letter
• No value-added piece
• Smaller response device
• No business return envelope (BRE)

Even though it’s tempting, you should really think through the idea of cost cutting.

Why? Because it can be very counterproductive. Each of the above cuts will almost always depress your response, not justifying the cost reduction.

Here is an example of what I m Read More »

It has just been announced that the publisher of Time magazine agreed to pay nearly $4.5 million in refunds to 108,000 subscribers in 23 states who claimed that they were being charged for subscriptions they never ordered.

Between 1998 and 2004, Time required readers to cancel a subscription instead of giving readers an opportunity to renew. In doing this, Time charged people's credit cards for subscriptions they never ordered.

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How long are callers waiting to talk to a live person about your product? Do you know?

If it's more than 25 seconds, it is too long. Actually the industry-wide objective is that 80% of calls should be answered by a live person within 25 seconds—an objective that’s seldom actually met.

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     If you do trade show marketing, here’s a story of how to make it dramatically more profitable.
 
      One of our successful relationship building campaigns was conducted on behalf of Velocity Trade. Designed to target attendees of a trade show, direct response communications were scheduled to arrive, as usual, both before and after the trade show.  (Most conferences allow for pre-requested magalogs, which can be a powerful tool in generating traffic to your booth. Post-show magalogs should use a conversion series. For more information, call me at 310-212-5727.

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