Posts Tagged ‘direct mail response rates’

21 Steps to Direct Mail Success (Part 2)

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…)


How to Make Your Direct Mail More Readable and Achieve Greater Response

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Too often, we receive direct mail that’s offensive to the eye.

Big blocks of text crowd the page. Narrow left and right margins choke the life from the words. And small sans serif type makes the copy difficult to read.

Visually, these letters are uninviting.

Tips to Increase Readership

Tips to Increase Readership

Graphic designers may love the look of grey-colored type, but readers need text printed with high contrast. Illustrations and graphics can enhance a mailing, but when overused they pull the reader’s eye in so many directions that it’s virtually impossible

What might appeal to someone’s sense of design doesn’t necessarily help the reader. And with only a few seconds to capture the reader’s attention, any distraction to the eye flow can doom the mailing.

Even when you mail award-winning copy with an offer that meets the recipient’s every need, few people—even those who respond to your mailing—will read the entire direct mail letter. But when you follow a few proven techniques, you can lead more readers to the letter’s most (more…)


17 Ways to Improve Your Direct Mail Offer

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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…)


How to Use Graphic Devices to Boost Direct Mail Response Rates

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This is Part 2 of the findings of an extensive series of eye-camera tests conducted by Professor Siegfried Vogele of the Institute for Direct Marketing in Munich, West Germany. The tests traced eye movements as thousands of men and women opened and read all types of direct mailings and, at the same time, studied emotional reactions by observing body and hand movements.

Once your reader opens the envelope, they take no longer that 11 seconds to decide whether to read your letter or trash it

During this 11-second preview, Professor Vogele found that the reader’s eyes fix only on pictures and headlines — never on the body copy.

The Professor’s findings demonstrated that illustrations play a greater role in determining how the recipient reads your direct mail than any other graphic device.

Before any word of text is even noted, the reader’s eyes will be pulled to photographs and/or drawings. And by understanding the affects of graphics on eye flow, we can boost response rates by directing our reader’s attention to (more…)