If you’ve been doing direct marketing for any length of time, you know that a powerful P.S. can dramatically increase direct mail response. And everyone who knows direct marketing rules agrees. But most experts do a P.S. wrong. Tips to failproof your P.S.The main blunder many direct marketers make is failing to understand the psychology behind the P.S. They don’t use it as a hook to get customers intrigued or motivated to read the letter.
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Back in the 1990s, I experimented with putting yellow post-it notes on the outer envelope of my clients' direct marketing campaigns. In those tests, we saw a 12% to 30% increase in response. The post-it note was effective for both consumer and business-to-business mailings. However, this direct marketing technique was most effective with business to business.
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Several issues ago I raised what has turned out to be a fairly controversial issue. That of dishonesty in our industry. I have had a number of comments from readers about whether my concern over letter shops and other vendors is justified. There was a theme in the comments that we should only be working with vendors that “we trust.” My response to that is that I started out trusting my vendors...but have learned the hard way that I must take precautions to ensure that my trust is warranted.
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Since the advent of the Web, an interesting phenomenon has occurred: It has become more difficult for marketers to accurately track the response from their mailings.
Many multichannel marketers have as many as 50% of their orders untracked (I have one client who's untracked orders looks to be up to 70%). Most marketers will be in the 30% to 40% range.
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Over 40 million Americans will move this year. And of those, a startling 35% will not complete a change of address form with the post office.
That means if you rely on National Change of Address (NCOA) data to update your mailing list, you are going to miss more than a third of your bad addresses every year.
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Thrilling Results! Amazing ROI! Rip Roaring Response Rates!
Why your company should look into 3D direct marketing!
When you've got a high margin product to sell to a small group of hard-to-reach executives or very wealthy prospects, very few marketing techniques work as well as 3D direct mail.
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