From the category archives:
Stealth Mail involves making your letter look like a personal communication. People are very used to scanning their mail and quickly throwing out anything that looks like an ad. But if your letter doesn’t look like typical advertiser mail, it stands a much better chance of being opened. So, how to you create stealth mail? [...]
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Have you ever received an envelope in the mail that was lumpy? Were you able to resist opening it? Even if an envelope is identified as junk mail, lumpy contents virtually ensures that the recipient will at least open it up. Here are some fun ideas for making your mail lumpy. Keychain with your tagline [...]
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When you formulate a direct mail letter or package, it is important that you do not mix various customer types when you put together your direct mail list. The three main direct mail lists you can create are: The Suspect List Mailing out to a rented Suspect list 3-4 times per year can be an [...]
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For the small business owner, direct mail can be an expensive proposition. By the time you rent lists, buy your paper & envelopes, pay for creative work and then factor in postage, you might quickly find yourself over budget. Here’s a way to spread out some of your direct mail expenses over the entire year. [...]
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Marketing is not an exact science. However, by understanding the needs of your target market, your advertising and other marketing communications will be off to a strong start. Still, you must fine-tune your marketing constantly if you want to drive up your purchases and increase your customer retention. This is done by learning from every [...]
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Even if you’ve written the most compelling sales letter of your life, it is irrelevant if the recipient doesn’t open the envelope. Simply put, your direct mail piece needs to stand out from the crowd. One way to guarantee that people will see your direct mail headline is to send your piece without an envelope. [...]
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Type “List Broker” into Google and see what you find. There are lots of list brokers out there. But just as you wouldn’t pick a doctor by looking in the Yellow Pages, you shouldn’t simply pick a list broker because they rank high in Google. The key is finding a broker that knows and understands [...]
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For any particular marketing message and offer, it is important to know your target audience. A common mistake is the shot gun approach, whereby you send the same communications and promotions to everyone. There are three basic types of mailings you should consider. Suspect Mailings Suspects are people you think might be interested in your [...]
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With all the advice out there on search engine optimization and social media marketing, it’s easy to forget that direct mail can be an extremely profitable strategy for the small business owner. Some business owners tell me they no longer do direct mail because it hasn’t been profitable. I’ve seen direct mail campaigns with zero [...]
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