Direct Mail

Direct mail reality check (Part 2)

Thu, 30 Jul 2009 21:50:00 GMT

Here is how you can evaluate a winner from a loser…and one of several formulas I use in creating winning direct mail.

In our last issue, we talked about 2 useful copywriting formulas: AIDA and AIDPPC.

Now let’s take a look at one more, known as the 4 Ps:

Direct mail reality check

Mon, 13 Jul 2009 17:36:00 GMT

When I write or critique a direct mail program, I find it helpful to follow tested and proven copy formulas to create a winning campaign. You should check your direct mail now and see if they match any of these response-boosting guidelines.

For now, let’s take a look at just 2 useful copywriting formulas…

Direct mail: The secret to success

Tue, 30 Jun 2009 17:00:00 GMT

Many marketers underestimate the power of the personal sales letter. It’s the reason why an envelope package almost always beats a postcard, brochure or self-mailer.

In any direct mail campaign, the way that you begin your sales letter is critical. Here are 3 guidelines to help you construct a winning opening that really pulls readers in…

Skip the warm-ups. Don’t waste valuable time with long introductions that don’t have anything to do with your sales message.
Always start with your strongest selling point. Why not hit the ground running? If you save the best for last, you’re likely to lose your prospect along the way.
Surprise your readers. Build curi

Direct Mail Tip: Use Superscripts to Superpower Your Response

Wed, 15 Apr 2009 18:59:00 GMT

One of the most powerful boosters of response in a traditional direct mail letter is the superscript.

Simply put, a superscript is placement of powerful direct response copy in the area above the salutation. It's an incredible way to hook the reader and create a compelling interest to read the entire letter.

Before I elaborate, let's look at an example of a superscript my agency created for The Weather Channel:

As you can see, a superscript teases your reader's interest before the letter even begins. It also immediately draws the eye with large and dynamic type. It truly begs to be read.

Direct Mail Tip: The #1 Postage Blunder for Mailings to In-house Prospects

Wed, 25 Mar 2009 17:43:00 GMT

In the last issue, we talked about a major blunder direct marketers commit when they don't consider the three primary postage options: metered mail, printed indicia or a precancelled stamp.

We explained that a precancelled stamp would increase your response by a full 12% to 15%.

But another major blunder is using standard class delivery for your in-house prospects (or clients). In-house prospects are qualified, potential buyers and will likely produce a higher response than a rented mailing list. So this is one situation where you don't want the post office dumping or destroying your mail.

The unfortunate truth is that 5% to 15% of all standard mail vanishes during the delivery process. The major benefit of precancelled stamps is that postal employees think it's first class mail...leading to greater care and respect.

Direct Mail: A Little-Known Secret to Boost Response

Wed, 18 Mar 2009 23:34:00 GMT

One of the most overlooked but important factors in direct mail response is postage.

The very first things your prospect will do when he or she gets an envelope is:

Look at the name.
Look at the return address to see who sent it.
Look at the teaser copy (if there is any).
Look at the postage.

These are the key factors that determine whether your envelope gets opened or tossed.

Direct Mail: The Secret Power of Numbering

Tue, 10 Mar 2009 20:59:00 GMT

Oddly enough, one of the strategies that can really help incrementally increase response is numbering the pages of your sales letter.

Here are simple rules to follow when numbering:

If it is a 1- or 2-page letter, do not number it.
If it is a 3- or 4-page letter, only number pages 2 and 3.
If your letter is 11x17 folded, do not number the pages.
Some of the most successful sales letters have been more than 4 pages long. If your sales letter is more than 4 pages, number each inside page; do not number the first and last page.
If it is a magalog, number page 2 but don't number the first page (cover) or the last page (back cover).

Supercharging Direct Mail and Online Sales: The Power of Indentation

Tue, 10 Mar 2009 18:45:00 GMT

Indenting is one of the many proven tools available to direct eye flow when creating direct mail (it also works for email and websites).

By indenting a paragraph within the body copy of your direct mail piece or on your direct marketing website, you are calling attention to a particular piece of information.

Most of the time the indented paragraph will be in second color; for example, if the body copy is black, we may use red for the indented paragraph. Using second color reinforces what you are trying to emphasize to your prospects.

Make sure the information you indent is copy that will entice the prospect to read the rest of the website or sales letter. Give your prospect enough information to get the main idea, but not so much that there isn’t a need to read the rest of the copy.

3 Overlooked Direct Mail Rules Never to Break

Wed, 25 Feb 2009 19:05:00 GMT

In direct mail, when you follow certain rules you increase response, but when you break the rules you suffer a declining response.

Many of these rules are what a casual observer would think of as minor or inconsequential. But that is false; they are significant and they do impact response.

Direct Mail Secret or Heresy?

Sat, 31 Jan 2009 00:57:00 GMT

One of the little-known secrets of successful, profitable direct mail strategies is something that would make many executives of corporations, or traditional graphic artists, cringe: copy on the back of the envelope.

That's right, we have seen copy on the back of the envelope increase response by as much as 15%. It can be a powerful curiosity stimulator.

Increase Your Magalog and Direct Mail Response with Tactics Designed to Sell

Sat, 31 Jan 2009 00:17:00 GMT

6 Powerful Tactics to Boost Direct Mail Sales

Below are direct mail tactics proven to lift response for magalogs, but these ideas can also be applied to other direct mail formats.

Permission-Based List Rental Income for Email and Postal Lists

Fri, 30 Jan 2009 20:18:00 GMT

Did you know that a significant source of your business' income can come from renting your current, inactive and inquiry lists?

For example, I just sent a client of mine, who has a list of about 50,000 names, his monthly check of $53,000. This adds up to more than half a million dollars a year—just for renting his list!

What you must know

You always need to give permission before someone else can use your list, even for a one-time rental.

Little-Known Direct Mail Secret that Can Boost Response

Tue, 12 Aug 2008 20:13:00 GMT

One of the little-known and overlooked ways of boosting response is dating your direct mail piece.

There are several different ways to date your direct mail, some more effective than others.

The most effective way of dating is to put the actual month, day and year on the top of your sales letter as you would a personal letter.

By duplicating what you use for traditional communication, it will make the sales piece more personal, immediate and newsworthy.

Crucial Tips that Bring Your Direct Mail to Life

Tue, 05 Aug 2008 21:45:00 GMT

It's crucial that you keep your direct mail campaign exciting, fresh and intriguing.

In the past few issues I've discussed the benefits of using bullets on your magalog cover as well as how to write mouth-watering magalog cover-copy. Now I want to dig deeper into what really makes a direct mail campaign, particularly a magalog, command your prospect's attention.

Because the magalog looks so much like a magazine, it is hard for your prospects to resist picking it up and reading it.

Mailing List Blunder! A Costly Mistake

Wed, 30 Jul 2008 21:35:00 GMT

Mailing to the wrong address or the wrong person is a costly mistake to your direct mail campaign.

Studies have shown that business addresses change, on average, at a rate of 1% a week. This adds up to about 1.7 million moves annually.

It's not just the company's address

In addition to company address changes, you also need to pay attention to who is still employed with the businesses you are mailing to.

Direct Mail: More Magalog Secrets

Mon, 28 Jul 2008 21:11:00 GMT

In the last issue I discussed the benefits of magalogs and how they are extremely effective for both business-to-business and consumer marketing. I also gave you examples of magalogs I created for my clients.

As you might recall, a magalog looks like a magazine but focuses on selling one product or service. It has an editorial feel mixed with powerful direct response copy that informs and provides value, but also sells.

Placing Graphics Without Distracting the Eye

Mon, 28 Jul 2008 21:06:00 GMT

Placing graphics in your advertisement, direct mail piece or website can be risky if you neglect to use direct response graphics.

Typically, the eye travels from the upper-right-hand corner across the top of the spread, then down the far-left column, and across the bottom of the spread. The gutter is the last place the eye travels.

Therefore, it is a good idea to place photos facing into the page and either above or facing the copy.

How a Direct Mail Magalog Can Dramatically Boost Your Response

Fri, 25 Jul 2008 22:40:00 GMT

In direct mail, the most common formats are:

Envelope mailings
Postcard mailings
Self mailers

There are, of course, many other formats, including magalogs, catalogs, bookalogs, three-dimensional mail and much more.

The power of the magalog

The magalog has been growing in popularity for about 15 years. It is an excellent way to dramatically present your product or service.

Warning: Email...Death at Christmas Time?

Fri, 25 Jul 2008 21:00:00 GMT

If you think that the only email your customers and prospects would consider spam is email sent without permission, you’re wrong.

A recent survey indicated that 55% of consumers define "spam" as anything they don’t find interesting, and that includes permission email from companies they do business with.

Getting trashed in the Christmas rush

Despite the fact that consumers are more inclined to order online during the holiday season, it is also a time when they are more inclined to trash email messages.

Too much to look at

Because people receive such an influx of email during the Christmas season, they tend to be overwhelmed and instead of reading your offer or promotion, they disregard it completely.

Emails Sent to a Happy Customer

Mon, 21 Jul 2008 18:22:00 GMT

If your email inbox is like mine, every day you are inundated with emails. Each vying for your attention. Email is undoubtedly the most competitive marketing medium. Far more so than space advertising, television commercials or even direct mail.

Because of this, it is critical that when communicating with your customers and prospects via email, you take the opportunity to build and strengthen your relationship with them.

Creating relationships and increasing value

Make your emails valuable to your customers. Speak to their needs. If you have any past information regarding gender or age, relate that information to your product or service when sending them your email.

The Scary Truth Behind Business-to-Business Email

Tue, 15 Jul 2008 00:53:00 GMT

If you are marketing business-to-business, email is a little more complicated than consumer emailing.

First of all, many business-to-business marketers find that only about 10% of the emails received get looked at.

This is why it is so important that you apply serious direct marketing tactics and strategies.

Remember, about 90% of your prospects will give their private email addresses, not their corporate email addresses. So be sure to ask for their business addresses as well. This will allow you to keep two separate lists so you can stagger your blasts.

Internet Service Providers (ISP) may have email connection limits as low as 20 messages per hour, requiring email marketers to throttle down email blasts on a per ISP basis.

The Secret Behind a Successful Mailing List

Fri, 11 Jul 2008 00:49:00 GMT

Many marketers make a false assumption that they know all of the direct response lists on the market.

However, often this is not the case. The marketplace changes quickly, new lists are available and new lists are negotiable.

Getting your hands on the right list

Direct response lists will produce four times the response of a compiled list. So it's definitely in your best interest to do a little research.

If you haven't compared what you have with what is on the market, it's best to do so immediately.

If you'd like to have me review your mailing list and see what's missing, feel free to contact me at 310-212-5727 or at inquire@cdmginc.com

Surprising Tactic Regarding Return Addresses

Thu, 10 Jul 2008 23:00:00 GMT

In past issues I have discussed the importance of the return address to your response. Many prospects will not even open your direct mail envelope if the return address gives them a clue regarding what you are going to say.
Some companies substitute their addresses and vary the information regarding who is sending the mailing.
Do titles help or hinder response?
One of our readers asked that if our tactic is to only put the sender's name and address on the envelope without the company’s name, should the sender's title be included in the return address?
Our answer...

How Envelope Size Can Make or Break Your Response

Mon, 07 Jul 2008 22:09:00 GMT

Does it matter what size envelope you use in your direct mail campaign? Yes, it absolutely does.
Remember, the envelope is the first thing your prospects see when they receive your direct mail piece. So it is important to choose carefully.
The purpose of the envelope is to:
Hold the contents.
Provoke and motivate your prospect to tear open the envelope to discover what is inside.

Little-Known Pitfalls on Direct Mail Personalization

Mon, 23 Jun 2008 21:11:00 GMT

One of our subscribers wrote us regarding last week’s article on using personalization in direct mail campaigns.
In that article I suggested that it was never a good idea to use both the first and last name in the salutation of your direct mail letter.
I advised that instead you should address your letter either “Dear John” or “Dear Mr. Smith” but never “Dear John Smith.”
What our readers are saying

Common Direct Mail Personalization Blunders

Mon, 23 Jun 2008 20:35:00 GMT

A personalized sales letter can often improve response, especially in database marketing.
But poor personalization can hurt response.
Here are 3 common personalization blunders you can’t afford to make

Email Response Rates Down?

Mon, 23 Jun 2008 17:03:00 GMT

It’s sad, but even when your customers want to receive your email, it still might end up getting trashed.
Recently, we discovered that an average of 20.5% of all permission-based emails in the second half of last year ended up in recipients’ spam folders or didn’t get delivered at all.
73.4% of consumers said they have had email they wanted to receive either end up in their spam folders or go missing.

Postage Hike Alert

Mon, 23 Jun 2008 16:59:00 GMT

The recent postage increase is just settling in and already they are already talking about another one.
In fact, it’s possible that a case regarding a postage increase of 5.4% for next year may be filed with the Postal Board of Governors as soon as next month.

What Your Direct Mail Letter Can’t Be Without

Fri, 30 May 2008 18:55:00 GMT

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.

Lift Your Direct Mail Response by 15%–30%

Sat, 10 May 2008 17:43:00 GMT

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.

Another Shocking Case of Mail Fraud

Mon, 21 Apr 2008 17:22:00 GMT

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.

Is Your Direct Mail Response Down?

Wed, 20 Feb 2008 19:34:00 GMT

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.

How to Stop Wasting Money on Bad Addresses!

Tue, 19 Feb 2008 21:35:00 GMT

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.

Attack of the Direct Mail—in 3D!

Fri, 08 Feb 2008 00:31:00 GMT

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.