The Weirdest Direct Mail Tests in History

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By Dean Rieck, direct mail copywriter
Mention the United States Postal Service® in a group of direct marketers and you’ll get a half-hour rant on the flaws and foibles of the system. Grumbling about slow delivery. Groaning about poor management. Griping about rising postal rates.
The USPS® certainly has its problems. But do they really deserve this venom?
Consider a bizarre, but revealing study, published in the Annals of Improbable Research (Volume 6, Issue 4).
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Direct Mail: It’s All About Choices

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By Paul Buohl, manager-estimating and planning, EU Services 
You’ve got a direct mail campaign brewing. You know what you want to say and to whom you’re speaking. You’ve even got a rough design concept. Now it’s time to get specific.
Planning is essential because higher prices are likely, driven by increases in mill energy costs and raw materials, as well as international political unrest and a spate of recent natural disasters affecting the supply and cost of paper.
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Success–or Not–Is in the Details

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By James Sullivan, Project Director of Optic Nerve Direct Marketing
Emulating best practices is one approach to achieving marketing success. But, often the true learning comes from mistakes. The following horror stories–shared by clients–illustrates that your best laid marketing plans may be doomed without fierce attention to detail. You can’t make this stuff up.
Just Because the Vendor Says It’s OK…
XYZ Bank had been acquired by Bank 123.
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7 Steps to a Profitable Direct Mail Campaign

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By Joe Hughes, Internet Marketer and product creator, EzineArticles
More and more people are returning to direct mail to boost sales and profits. Now, unlike big corporations who can afford to throw marketing dollars into a black hole, the small and medium sized business needs to ensure every dollar has a great return on capital. If you follow these essential seven steps, you will have a profitable campaign.
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How to Lift Direct Mail Response with a Rock Solid Guarantee

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By Dean Rieck, direct mail copywriter
No matter how powerful your direct mail might be, it is still just a bunch of paper that arrives in the mailbox. Trusting a handful of paper takes a leap of faith, especially if the recipient has never done business with your company before. 
To help people make that leap, you need to do whatever you can to establish credibility and reduce the perceived risk of making a purchase. 
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