Envelopes evoke emotion - so says a head honcho from the Envelope Manufacturers Association Foundation (EMAF). So, do people really like receiving mail? Do envelopes really encourage a call-to-action? The answer is a resounding yes - 75 percent of Americans say they are most likely to pay attention to direct mail, three times more than unsolicited email, internet banner or pop-up…

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By Lee Marc SteinMost direct marketers face limited funding and time for testing creative strategies and executions. Overall budgets have been cut and what's left is used to test media/lists and offers. With the little bit of money available, managers must structure creative tests very carefully. Here are a few rules to follow: 1. In a new product launch, always test…

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By Mike MaguireThe average executive can receive hundreds of pieces of mail per week. In volume like that, a dimensional package helps your mail stand out. When you decide to go dimensional, keep these nine tips in mind. 1. Think it through. An effective direct marketing campaign is a combination of smart strategy, good objectives, innovative creative, a great offer, solid…

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By Ray Jutkins When should you use a self-mailer? A self-mailer combines a letter, a brochure, and response device into a single piece of paper. Obviously, a self-mailer is less expensive than a full package. But just being less expensive doesn't make it more effective. Here are 7 times when you might choose to use a self-mailer: 1. When you're mailing to your…

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By Craig HueyOne critical element of any direct marketing campaign is the offer. Many in the industry agree that as part of the marketing strategy, the offer constitutes 40 percent of the overall success of any campaign. Couple this with the fact that Americans expect a special deal (e.g., half off, "freebies," sales), and it's easy to see why the offer…

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 By Brandon CornettDirect mail marketing is often part of a bigger picture and longer sales cycle. In such cases, your direct mail postcard or letter serves a 'learn more" function. This is where direct mail and websites become perfect marketing partners. Postcards make excellent website promoters. With their easy readability and "at-a-glance" impact, direct mail postcards can help you entice people…

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Writing sales letters and brochures is both an art and a science, says Tony Attwood of Hamilton House Mailings. It's important to have a sense of both. There are only four ways of writing a direct mail ad that will raise your response rate. 1. Sell on price This is the oldest approach--and it works if you are really sure you are…

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By Joe Vitale Hypnotic Marketing's Joe Vitale gives his mesmerizing tips on how to make your direct mail a smashing success. What are his tricks of the trade?So many of you seem willing to spend hundreds, even thousands, of dollars on a direct mail gamble, that I feel compelled to give everyone a brief lesson in what it takes for direct…

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Mike Porter, President, Print/Mail ConsultantsA lot of the direct marketing pieces that are generated today seem to be stuck in time. Even though sophisticated software, printing technology, and data is now more available than ever, many marketers continue to rely upon decades-old methods to crank out the mail. At the same time, communication experiences from web and mobile platforms have…

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