Archive for March, 2010

The Cost of Giving Direct Mail Readers Too Many Choices

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One thing we can do to improve the profitability of our direct mail is to learn the lessons of a famous jam study.
Direct Mail Offer Choices
That’s right. Jam. The stuff we spread over our toast.

In a gourmet market, Professor Sheena Iyengar of Columbia University and her research assistants set up a booth offering samples of Wilkin & Sons jams.

Every few hours, the researchers switched from offering customers a selection of 24 jams to offering a group of only six jams.

Each participating customer – regardless of the number of selections offered – received a $1 savings coupon and tasted an average of two jams.

Here’s the interesting part. (more…)

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18 Ways to Increase Readership of Your Direct Mail Letter and Achieve Greater Response

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Direct mail isn’t a complicated business. If you can get more people to read further into your letter, you’re going to achieve a greater response.

Increase Direct Mail ReadershipSuccessful direct mail is a conversation that motivates the reader to take a specific action. If we can get the prospect to listen more, or in our case read further along in our letter, we’ll have a greater chance of getting them to take the desired action.

Here are 18 proven ways you can increase readership of your direct mail letters and (more…)

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