Campaign Planning

5 Things You’ll Want to Know When Planning a Direct Mail Test

Tuesday, November 20th, 2012

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Whether you’re a direct mail copywriter, an account executive, or a group manager, here are 5 things you’ll want to know when planning — or approving — a test mailing.

 

1. The mailing’s objective

 Not every direct mailer has the same needs so what makes sense for another mailer may not be advisable for you.Direct mail testing. Making the right choices

For example, some mailers may be content with tweaking the control with hopes for a 10% – 15% lift in results. Others need breakthrough results.

When you mail millions of pieces per year, beating the control by a few percentage points — or even by half of 1% — can mean big money. But a smaller mailer may need breakthrough results to justify the test costs.

Before you spend a dime to produce a test mailing, everyone needs to agree on what (more…)

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5 Common Direct Mail Mistakes to Avoid

Wednesday, January 18th, 2012

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We all make mistakes, but years ago a teacher told me, “If you’re not making mistakes, you’re not doing enough.”

Mistakes can be learning experiences, but as valuable as it is to learn from our own mistakes, it can be more profitable to learn from the mistakes of others.5 Common Direct Mail Mistakes

Throughout my 30-plus years of direct marketing, here are five of the most common mistakes I see mailers make. And regardless of our own experience, we can always profit from the lessons others had to learn the hard way.

 

1. Refusing to make a long-term commitment to direct mail

Successful direct mail is methodical. It requires a plan and the discipline to follow the plan. It is not a get-rich-quick scheme.

Not everything will go right on every mailing. Whether you are a startup or a mature mailer, some tests (more…)

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Fundamentals of Direct Mail Testing

Monday, November 21st, 2011

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Once during my younger years, I was presenting test results to a client along with recommendations on what we should mail next.

The client acknowledged that the test results supported my recommendation but said, “Our president doesn’t like that particular copy.”

My immediate response was “So?”

Admittedly, it wasn’t my most tactful hour. But when it comes to successful direct mail, it really doesn’t matter what we think is the best offer, copy or package design.

What matters is what our customers and/or donors respond to.

Fortunately, direct mail gives us a reliable method for measuring what motivates our customers to respond. And when we know how new elements of a mailing—lists, offer, copy, format and timing—affect response, we can drive our direct mail campaign toward (more…)

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21 Steps to Direct Mail Success (Part 2)

Tuesday, October 25th, 2011

This is the second of a two-part series.

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21 Steps to Direct Mail Success, Part 2

Getting the basics right goes a long way toward achieving direct mail success. In my last post, we discussed 11 strategies that you’ll want to include when planning your next campaign.

You can see these here.

To complete 21 Steps to Direct Mail Success, here are ten more often overlooked strategies that you’ll want to include in your next (more…)

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21 Steps to Direct Mail Success

Tuesday, October 4th, 2011

This is the first of a two-part series.

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The key to success is to avoid making mistakes. And with direct mail, getting the basics right accounts for 95% of all successes.

21 Steps to Direct Mail Success

21 Steps to Direct Mail Success

You can find many articles about effective direct mail testing, copy and design in my other posts, but here I focus on key–but often overlooked–elements of a successful direct mail campaign.

Below are 11 essential elements of a successful direct response campaign. In my next post, I’ll follow up with an additional ten steps that you’ll want to (more…)

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