Archive for December, 2009

18 Ways For a More Effective Response Device

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The response device is one of the most important components of the mailing. After all, it’s used to complete the sale.

Yet too often, the response device is the last thing we get to when creating the package. Consequently, it’s rushed and doesn’t get the attention it deserves.

We work hard to make sure our envelope design grabs the reader’s attention. And we work and rework our letter copy until we get the reader fired up and ready to part with their money. Unfortunately, the sale is often lost once the (more…)


Does It Really Cost Too Much Or Are We Leaving Money On The Table?

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A number of years ago, I was at the county fair with a friend and, as we walked down the fairway, a “barker” came out and offered us one dollar for 50 cents. Immediately I gave him two quarters and accepted my shinny silver dollar but my friend refused. Why? She said, “I don’t want to spend the money.”

Unfortunately, that’s how too many people run their direct mail campaigns. And at some point in our careers, we’ll introduce a test idea that’s refused because it’s thought to cost too much. But does it?

For example, if a test package costs 36 percent more than the control, do we need to increase response by more than 36 percent to make it work?

Let’s do the math.

First, let’s make sure we have rollout cost.

A test mailing of 50,000 pieces is going to cost more than the same exact package when you rollout in larger volume. Get the rollout cost before you mail and use this number when evaluating results. (more…)