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How to Make Your Direct Mail More Readable and Achieve Greater Response
Download as pdf Too often, we receive direct mail that’s offensive to the eye. Big blocks of text crowd the page. Narrow left and right margins choke the life from the words. And small sans serif type...
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21 Steps to Direct Mail Success
This is the first of a two-part series. Download as a pdf The key to success is to avoid making mistakes. And with direct mail, getting the basics right accounts for 95% of all successes. 21 Steps to...
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21 Steps to Direct Mail Success (Part 2)
This is the second of a two-part series. Download as pdf Getting the basics right goes a long way toward achieving direct mail success. In my last post, we discussed 11 strategies that you’ll want to...
View ArticleFundamentals of Direct Mail Testing
Download as pdf Once during my younger years, I was presenting test results to a client along with recommendations on what we should mail next. The client acknowledged that the test results supported...
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5 Common Direct Mail Mistakes to Avoid
Download as PDF We all make mistakes, but years ago a teacher told me, “If you’re not making mistakes, you’re not doing enough.” Mistakes can be learning experiences, but as valuable as it is to learn...
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Understanding how people read your direct mail can increase response
Download as pdf The purpose of a direct mail letter is to motivate the recipient to take a specific course of action. But to persuade the reader to take action, we must first get him or her to read...
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10 Easy Ways to Strengthen Your Direct Mail Offer and Beat the Control
Download as pdf When attempting to beat the control, the temptation is to focus on new copy. But testing new copy alone has far less potential to influence results than does making changes to the...
View Article5 Direct Mail Inserts That Increase Response
Download as pdf It’s said that the purpose of a direct mail letter is to sell, whereas the objective of a mailing’s brochure is to explain. That said, many mailers seem to have a compulsion to include...
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5 Things You’ll Want to Know When Planning a Direct Mail Test
Download as a pdf Whether you’re a direct mail copywriter, an account executive, or a group manager, here are 5 things you’ll want to know when planning — or approving — a test mailing. 1. The...
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Rethinking Direct Mail Premiums
Download as pdf I’m a strong proponent of testing direct mail premiums. Why? Because they typically increase the mailing’s response rate and its net profit! Take, for instance, those personalized...
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Your Direct Mail Letter’s “John Hancock” Can Help Drive Results
Download as pdf Your letter signer is a person with a story to tell. A story that may give you new ways to relate to your mailing’s recipients. Successful direct mail is a conversation between two...
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How Your Direct Mail Letter’s Layout Can Increase Readership and Response
When you get down to basics, a direct mail letter is a conversation between the letter signer and its recipient. A successful direct mail letter is one that motivates the reader to take a specific...
View ArticlePersonalizing Direct Mail Copy
Download as pdf You have probably seen how personalizing a direct mail letter can lift response and increase profits. Personalizing our letter often means having a computer extract information from our...
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Use These 11 Easy Tips To Make Your Direct Mail Letter More Readable
Download as pdf When we write a successful direct mail letter, we’re creating a conversation between the letter signer and the recipient. A conversation that persuades the reader to take a certain...
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5 Common Direct Mail Mistakes to Avoid
Download as PDF We all make mistakes, but years ago a teacher told me, “If you’re not making mistakes, you’re not doing enough.” Mistakes can be learning experiences, but as valuable as it is to learn...
View ArticleClik here to view.
Understanding how people read your direct mail can increase response
Download as pdf The purpose of a direct mail letter is to motivate the recipient to take a specific course of action. But to persuade the reader to take action, we must first get him or her to read...
View ArticleClik here to view.
10 Easy Ways to Strengthen Your Direct Mail Offer and Beat the Control
Download as pdf When attempting to beat the control, the temptation is to focus on new copy. But testing new copy alone has far less potential to influence results than does making changes to the...
View ArticleClik here to view.
5 Direct Mail Inserts That Increase Response
Download as pdf It’s said that the purpose of a direct mail letter is to sell, whereas the objective of a mailing’s brochure is to explain. That said, many mailers seem to have a compulsion to include...
View ArticleClik here to view.
5 Things You’ll Want to Know When Planning a Direct Mail Test
Download as a pdf Whether you’re a direct mail copywriter, an account executive, or a group manager, here are 5 things you’ll want to know when planning — or approving — a test mailing. 1. The...
View ArticleClik here to view.
Rethinking Direct Mail Premiums
Download as pdf I’m a strong proponent of testing direct mail premiums. Why? Because they typically increase the mailing’s response rate and its net profit! Take, for instance, those personalized...
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