Creative Tips for More Effective & Efficient Campaigns

By Ryan Cote, Director of Marketing, The Ballantine Corporation 1. Customers prefer the look of foil over paper by 16%. Increase your response rates by using silver or hologram labels.2. Choice depresses response. People are already faced with the choice to respond to a direct mail piece or not, so to give them a choice of offer, a choice of premium…

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The Case to Keep Print in Your Marketing Mix

By David Mammano, Founder/CEO, Next Step PublishingConsidering that my company publishes a national magazine for college-bound teenagers, you might think the title of this article paints me as self-serving.Maybe you think I'm trying to preserve print because it's our company's core product. But even though our printed magazine brings in the lion's share of our revenue, it's not the main…

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Keeping Print Estimating Chaos In Check

By Nani Paape, independent project facilitatorHave you ever found yourself sifting through a bulging file or computer folder full of print estimates, trying to remember which option was which? Juggling a big pile of options and estimates can be an unwieldy mess!Print Estimate StrategiesTo head off estimate chaos--and lessen the hours this part of the print management process will take--I…

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The Direct Mail Testing Primer: 11 Ways to Boost Response

By Dean Rieck, direct mail copywriterOne of the primary strengths of direct mail is that it gives you an easy and accurate way to measure results and improve your marketing efficiency. However, to get actionable testing results, you must approach the testing process with logic and discipline. Here are a few tips for getting the full value out of your direct…

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B-to-B Cataloging: An Efficient Circ-Cutting Plan for 2009

George Hague, vice president, J. Schmid & Assoc"My printer told me to call you," the man blurted, with obvious panic in his voice. "I'm on press and I need to cut circ. What should I do?""How much?" I asked."I don't know." (No surprise.)His situation was more urgent than most, but many B-to-B catalogers are experiencing similar dilemmas. Faced with a…

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Direct Mail and the Purchase Funnel

By Charlotte Huff, Deliver MagazineConsumer direct mail has one overriding goal: to inspire a purchase, whether that's a toaster oven or a trip to London. Many marketers behave as though the buying process is limited to only a customer's initial receipt of a marketing piece and his or her ultimate decision to buy. But there are stages in between that marketers…

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Extend Your Reach with Mail

By Greg Whiteman, manager for market research, USPS®With consumer spending sliding and the economy in a downturn, marketers are more pressed than ever to build relationships with target audiences. They must develop a bond that goes beyond a single sale and into long-term engagement with the brand. This type of interaction isn't a marketing luxury, either. Engagement is quickly becoming…

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15 Powerful Psychological Secrets of Direct Mail Buyers: Part 2

By Dean Rieck, direct mail copywriterApart from food, water, shelter, basic clothing, and warmth, most purchases today are discretionary. People buy stuff they want, not necessarily stuff they need. So selling is largely a matter of understanding the psychology of your customers. You don't have to be a PhD to figure people out. But you do need to know a few…

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15 Powerful Psychological Secrets of Direct Mail Buyers: Part 1

By Dean Rieck, direct mail copywriterApart from food, water, shelter, basic clothing, and warmth, most purchases today are discretionary. People buy stuff they want, not necessarily stuff they need. So selling is largely a matter of understanding the psychology of your customers. You don't have to be a PhD to figure people out. But you do need to know a few…

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