6 Things to Consider When Establishing a Direct Mail Campaign

James E. Sullivan, Project Manager, Optic Nerve Direct MarketingHere are six things you should consider when organizing a direct mail campaign:1. PositioningDefine It: Before you can begin to put together a campaign, you must have a clear idea of what your style is and what type of work it best applies to. As part of this, you should consider the…

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Get Back to Prospecting Basics in 2009

By Todd Miller, director of marketing & database services, LenserIn a recession, multichannel merchants are looking for ways to save money. Unfortunately, many think they need to cut new customer acquisition entirely from their budgets.For most companies, existing customer churn is inevitable. It is vital, especially in tough times, to keep your buyer file from atrophying.The best thing multichannel merchants…

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A Startling Look at How Customers Read Your Direct Mail

By Dean Rieck, direct mail copywriterThe way some people create direct mail, you'd think it was art and that people breathlessly ran to the mailbox every day to gaze lovingly on their new "acquisitions." Clever headlines. Cryptic photos. Subtle calls to action. These are the hallmarks of gorgeous mailers that win design awards but don't sell. But if you could watch people…

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Warning to Direct Marketers: Asking These Questions Will Kill Your Conversions

By Barry Densa, freelance direct-response copywriter For those marketers who labor tirelessly, though fruitlessly, oblivious to marketing history and unversed in copy that brings home the bacon... please take note: This article is for you. One of the most famous questions ever asked in an ad was penned almost a century ago by copywriting legend Maxwell Sackheim. It read: Do you make…

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Direct Mail Strategy: On the Radar

By Pat Friesen, direct response copywriter and creative strategist"What's new in direct mail?" is one of the most frequently asked questions I get from colleagues, clients and readers of this column. These people aren't asking about the latest USPS postal regulations; instead, like you, they want to know about new practices, formats, offer incentives and other elements they should consider…

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The 7-Step Method for Beating Your Direct Mail Control

by Dean Rieck, direct mail copywriterOne of the most challenging and exciting of all direct response assignments is attempting to beat a control in a head-to-head test. But how do you actually do it? How do you go about creating a winner? Here's my 7-step procedure, based on proven problem-solving methods. It's great for direct mail, but it can work for…

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Rx for Direct Mail Headaches

By Dennis Fay & Vince Marini, InnerWorkings Inc.Direct mail is still considered one of the most economical means of communicating key messages to customers. However, those involved in direct mail production know the complexities it entails.Project managers have to work with more parties than a typical production process requires and have detailed criteria to adhere to. Since more than 90%…

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Mail Moves America and Do Not Mail

By the Direct Marketing AssociationA top DMA policy priority is keeping the mail channel open for marketers. This focus comes at a time when advertising mail finds itself under threat. An increasing number of states are proposing the creation of state Do Not Mail registries, similar to the national do not call registry, or are considering other limitations on advertising…

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Direct Mail Planning: A Gamble, But a Fun One

By Leslie Guarnieri, circulation director, Discover magazinePlanning a direct mail campaign is a lot like playing roulette. You have your favorite lists and package, the mail date that has historically worked, and test lists to take some chances. Once your mail drops, just as the ball spins around the roulette wheel, you wait and wait until finally you begin to…

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