Category Archive: Direct Mail

Sep 27

Would You Buy from a Liar?

Seth Godin makes the claim that All Marketers are Liars, and some direct mailers seem intent on proving him correct. Now, I’m all for testing direct mail and incorporating the best techniques to improve open rates, message comprehension and conversion rates, but all techniques that improve metrics are not necessarily good business practices. This concept …

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Jul 05

Understanding the Two (or Three) Types of Direct Mail Response

For the purpose of tracking the results of your direct marketing efforts, there are at least three types of responses: Active Responses are those where the individual sends in a business reply card, calls you on the phone, or otherwise takes an action recommended in your piece. Your call center or receptionist should be tracking …

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Jun 05

The Power of Personalization & Dimensional Mailing

As part of its educational and public relations efforts, the United States Post Office sponsors “Deliver” magazine, described simply as “a magazine for marketers.” The free, bimonthly journal includes interesting case studies regarding the effective use of direct mail, giving insights into strategies and trends within direct marketing. The May 2006 issue includes a review …

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Apr 10

Why Postscripts Are a Mandatory Element in Direct Mail Letters

Of all the clippings stashed away in binders in my office, my favorite is a 1997 one by the late Ray Jutkins regarding the use of postscripts in direct mail. Ray’s key point: Research has shown that 79 percent of people who open your direct mail will read the P.S. first. If you didn’t catch …

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Feb 13

Personalize Envelopes when Writing Women

Response to the personalization of envelopes varies by gender according to a study by the Envelope Manufacturers Association Foundation (Reported in DM News 1/30/2006). Women respond better than men to this direct mail technique. In an admittedly self-serving finding, the study also reported that respondents were three times more likely to pay attention to direct …

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