Posts Tagged ‘increase direct mail response’

For Direct Mail Success, Sweat the Details

Tuesday, May 17th, 2011

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Too often, people and organizations put all their attention into getting the big things right, but ignore the details.

There’s a word to describe this. It’s “mediocrity.”
For direct mail success, sweat the details
Giving attention to the details can’t ensure your success, but ignoring the small stuff can quickly bring about your downfall.

Every detail has bottom-line repercussions and it’s irresponsible to think of any aspect of direct mail as trivial, unimportant or inconsequential.

Here are a few fine points often overlooked in a mailing. None will ensure your success, but collectively, they can make a huge difference in your (more…)

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Is Your Direct Mail Brochure Helping or Hurting?

Tuesday, April 12th, 2011

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With direct mail, it’s often said, “The letter sells while the brochure explains.” With this in mind, it’s important not to let your explanation get in the way of making the sale.

I do a lot of “Beat the Control” work, and whenever I’m up against a package that includes a brochure, my first instinct is to test eliminating the brochure. More times than not, dropping the brochure will increase the mailing’s response.

Why? Because when people are reading your brochure, they aren’t responding. Too often, the brochure becomes a distraction and diverts the reader’s attention from the letter’s call to action.

Yet, there are times when it makes sense to test a brochure.

With some products and services, you can better communicate their benefits with a picture, illustration or (more…)

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18 Proven Ideas for a More Effective Order Form

Wednesday, March 9th, 2011

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Whether you call it an order form, a response form or a response device, it’s one of the most crucial components of any direct response mailing.

The response form is the tool the prospect uses to complete the sale. Yet when creating a new direct mail package, we don’t always give the order form the time, attention and respect it deserves.

Too often, we write copy that excites readers and motivates them to accept our offer only to lose the sale (or contribution) with simple, easy-to-correct design flaws in the order form.

Here are 18 tested and proven ideas you can use to make your response form more profitable. (more…)

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How to Use a Pre-Event Routine for More Profitable Direct Mail Testing

Tuesday, January 11th, 2011

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If you watch sports, you’ve seen a “pre-event routine” in action.

In baseball, major-league batters will go through their pre-event routines before every pitch. Watch them and you’ll see some batters come to the plate, take two swings and then tap the edge of the plate with their bat before each pitch. The routines vary with each batter, but practically every major leaguer has an established routine.

You’ll see the same thing in basketball. The next time you see a player taking a foul shot, watch what they do. The player may bounce the ball twice, hold the ball and then bounce it again before taking the shot. Whatever their routine, they will go through the same sequence of events each time they take a foul shot.

Athletes use pre-event routines to prepare for success. It gives them focus and purpose, and helps them achieve a higher level of performance. Now we need to develop our own pre-event routine to make our direct mail more profitable. (more…)

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How to Get More Value from Your Direct Mail Copywriter

Tuesday, October 19th, 2010

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When I started my direct marketing career, I wanted to be a copywriter. Copywriters were the agency “hotshots”; it seemed like they were the star attraction.

Yet my mentor told me that the people of most value to the agency were direct mail “generalists.” Taking his advice, I spent the next six years learning how to initiate, develop and manage successful direct mail campaigns.

I studied list selection, graphic layouts, the letter’s structure, print production and lettershop capabilities. And I gave special attention to what and how to test.Empowering the Direct Mail Copywriter

Yet today, most of my income comes from direct mail copywriting.

Over the years, I’ve tested (more…)

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How to Edit Direct Mail Copy for Greater Response

Tuesday, September 21st, 2010

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Just about every direct mail copywriter can benefit from a good editor. Yet many decision makers who approve copy—clients, compliance officers, board members and managers—aren’t trained to edit the copywriter’s work. How to edit direct mail copy

Here’s a simple 3-step method and checklist that might help.

Step 1

When reviewing a direct mail letter for the first time, sit on your hands.

One of the biggest mistakes is to pick up your red pen before you’ve reviewed the complete mailing package. Checking for errors in grammar, spelling and sentence structure is essential. But when you proofread (more…)

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How a Guarantee Builds Direct Mail Profits

Wednesday, August 11th, 2010

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Value of Direct Mail Guarantee

When it comes to decision making, I have a simple approach. If I believe the outcome might be something I wouldn’t want my mother to know about, I don’t do it.

And when creating a direct mail offer a similar rule applies. If you can’t provide a meaningful guarantee, don’t promote it.

You have two reasons to offer a guarantee:

First, it’s the right thing to do. A meaningful guarantee shows that you believe in your product. And, when you’re asking for someone else’s money, you should believe in what you’re selling—if not, don’t do it.

Second, you’ll want to offer a guarantee because it can build profits.

Buyers, whether online or traditional direct mail, have plenty of reasons—real or perceived—not to respond to your offer. After all, whether we’re fundraising or selling a product, we’re asking the prospect to trust us to do what we promised. (more…)

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17 Ways to Improve Your Direct Mail Offer

Tuesday, July 27th, 2010

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How improve direct mail offer

Simply put, your direct mail offer is the “deal” you promise the recipient. It’s what you promise the reader and what you ask in return.

Your offer needs to be specific and to clearly state how it benefits the prospect. It includes the product—or for a fundraiser, the organization’s mission or project—the price or asking amount, terms, incentives, guarantee, etc.

And, of all the components of your mailing—other than the list—the offer is the most important element of your success. If you’re looking for breakthrough results, here are 17 quick ideas to consider: (more…)

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Why Test Premiums
and 3 Ways to Make Them Work For You

Thursday, January 28th, 2010

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Testing Direct Mail Premiums In my last post, I talked about when to test direct mail premiums. Now, let’s discuss 3 different types of premiums, why you’ll want to test each one and how to make them work for you.

First, let’s acknowledge that when we test a premium, we’re testing a change to our offer and nothing, other than list selection, will have as great an affect on our results.

We use premiums to motivate the reader into taking a specific and desired action. It isn’t to reward, inform or thank the reader but to promote response and increase the (more…)

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There Are Only Two Occasions and One Reason to Test Direct Mail Premiums

Tuesday, January 5th, 2010

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There are only two occasions when you should test direct mail premiums.

The first is when you’re not using premiums. If you’re not, you should test them now. The second occasion? When you are using premiums, you need to continue testing new ones.

Many organizations hate premiums. But most donors and customers love them and since this is a customer-driven business, I suggest you test them now.

Premiums don’t have to be expensive gifts. Often the best ones are unused merchandise sitting in a warehouse or the nearly forgotten informational pamphlet that’s begging to be used.

Countless organizations have enjoyed huge success by offering address stickers, note cards, decals, bumper stickers, iron-on patches, certificates of recognition, membership (more…)

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