An effective direct mail strategy is based on the synergy of multiple key elements working together to generate cost-effective response — not just one or two tactical pieces. Focus on only one — such as the format — at the expense of the rest, and you'll dramatically limit your response. Yes, direct mail formats are important and unique to the medium. They're also important and powerful enough to test.
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Creating anticipation is the job of all direct response writers and designers, whether they're creating messages for traditional print or digital media. Here's why this emotion is so important: Anticipation leads to customer engagement and engagement leads to response — clicks, calls, visits and mail-in responses.
Customers are your expert witnesses — people who can provide you with marketing intelligence that results in marketing breakthroughs. In my opinion, nothing replaces the credibility and natural cadence of a customer quote. And for those of you with a tight marketing budget, customer interviews are virtually free.
For direct marketers, reputation is a key influencer in getting people to act. Your reputation is a part of your direct marketing offer. Your offer is everything you are willing to give in exchange for response. It is what pushes a customer over the edge of indecision.
When looking at a direct mail letter, does your eye stop at the top of the page and focus on the headline centered in the Johnson box, or move elsewhere? If, like most direct mail marketers, your biggest concern is achieving a good overall ROI against rising postage and production costs, testing a single letter element like a Johnson box may not be the first item on your agenda.
This whitepaper outlines 5 steps and best practices for e-tailers to increase their bottom line. These include abandoned carts, pricing, targeted promotions and more. It covers the basis and applies for all industry types & sizes.
This is about how to write copy. Not just any copy, but great copy. Copy that persuades people to change their behavior, order a product, donate money to a cause, and/or send for more information.
This means that in today's media-rich world with readers strapped for time and bombarded with marketing communications, wordsmithing alone probably won't get our messages opened and read. We've got to understand how to deliver the message at the right time and in the right place.
Sixty years ago, a direct mail copywriter named Frank H. Johnson was looking for a way to increase the impact of his sales letters. He decided that instead of forcing readers to wade through a mass of copy before making the offer, he would highlight the offer in a centered rectangular box placed at the very top of the letter above the salutation. The results were terrific, and the "Johnson Box" has been going strong ever since.
A hot spot is where your eye goes first when you look at a postcard, outer envelope, catalog spread, direct mail letter, space ad, landing page or even an email. Most of us had our first experience with hot spots in elementary school when we looked for easy ways to study for tests. From this experience, we've trained ourselves to look for eye-grabbing design and copy elements.
You've seen the reports that email has the highest ROI of any digital or offline channel. And according to the Target Marketing "2017 Media Usage Survey," email also might be the hardest working channel. So the question is: Are your email marketing campaigns as successful as they can be, or are they missing the mark?
Put your strongest benefit on the cover. Otherwise, they’ll never open it to look inside. Show a photograph of your target market on the cover.The first question anyone will ask when he or she picks up your direct mail is, “Who is this for — for people like me?” But remember the 20 percent rule.