Posts Tagged ‘direct mail lists’

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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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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A Copywriter’s Thoughts on Direct Mail Lists

Tuesday, November 2nd, 2010

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I still remember my first direct mail letter. I reworked it to perfection. Every word was just as I wanted it to be. The benefits to the reader were clear, the offer was strong and the call to action was unmistakable.

Then we mailed the letter, and I waited. And I waited some more. But nothing happened. Not even a single response. No one even bothered to complain about the letter.

About direct mail lists

Finding the right person to mail

Finally, after waiting a few more days, I went to see the agency’s owner and confessed my failure. I explained the letter’s objectives, my approach, the offer…how I had checked and rechecked every word but failed to get even one response.

Without even looking up, my boss said, “Check the lists.”

And I was ready for this. I’d already prepared a report on the mailing lists we were testing and started to go through the long list. But he said, “No, that’s not what I mean. (more…)

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