Search results for Pat Friesen & Co.
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The Return of the Green Mail Debate
February 17, 2010 From Tipline
With the economic downturn, the green discussion seems to be somewhat muted. Not "Silent Spring"-like, but certainly palpable and, frankly, disturbing given the severity of global warming and other signs of environmental degradation. Similarly, just when so-called "green mail"—recycled envelopes, soy inks, green seals, environmental messaging, etc.—was building momentum, the economy tanked and seemingly took the green gang with it.
February 17, 2010 From Tipline
With the economic downturn, the green discussion seems to be somewhat muted. Not "Silent Spring"-like, but certainly palpable and, frankly, disturbing given the severity of global warming and other signs of environmental degradation. Similarly, just when so-called "green mail"—recycled envelopes, soy inks, green seals, environmental messaging, etc.—was building momentum, the economy tanked and seemingly took the green gang with it.
Reaching Younger Generations in the Mail
January 20, 2010 From Tipline
The common consensus is that the older the audience, the more direct mail-friendly it is. Thus, seniors and baby boomers are often considered better direct mail prospects than Gen Y and iGen (also called Gen Z), for example.
January 20, 2010 From Tipline
The common consensus is that the older the audience, the more direct mail-friendly it is. Thus, seniors and baby boomers are often considered better direct mail prospects than Gen Y and iGen (also called Gen Z), for example.
Direct Mail Strategy: Boost Readership, Jump-start Response
July 2008 From Target Marketing
Are you a writer, approving manager, agency client or business owner who writes and/or approves direct mail copy? Then read on. This column provides copywriting best practices based on experience; testing; and the wisdom of copywriting greats like Bob Stone, Herschell Gordon Lewis and Denny Hatch. Although the focus of this column is normally on direct mail, 99.9 percent of what you’re about to read also applies to copy for e-mail and other media used to generate response. Yep! The same basic principles really do apply. • Develop a copy platform that supports your business goal, whether that’s generating leads, sales, traffic, referrals
July 2008 From Target Marketing
Are you a writer, approving manager, agency client or business owner who writes and/or approves direct mail copy? Then read on. This column provides copywriting best practices based on experience; testing; and the wisdom of copywriting greats like Bob Stone, Herschell Gordon Lewis and Denny Hatch. Although the focus of this column is normally on direct mail, 99.9 percent of what you’re about to read also applies to copy for e-mail and other media used to generate response. Yep! The same basic principles really do apply. • Develop a copy platform that supports your business goal, whether that’s generating leads, sales, traffic, referrals
May 2008 From Target Marketing
While I’m not an advocate of adding extraneous elements to mailings for the sake of being clever, I’ve learned to appreciate the response-generating value of bells and whistles, gadgets, and gizmos when used appropriately.
5 Ways to Get Out of Direct Mail’s Catch-22
April 2008 From Tipline
Last year’s postal rate increase only sped up the minimization trend (vouchers and their ilk) among many direct mailers, who sought to lower their costs by downsizing their packages while hoping dearly that the response did not similarly shrink. Unfortunately, however, it turned out many companies, publishers, nonprofits and the like that used direct mail were caught in a catch-22, where they felt that higher postal costs meant they had no choice but to cut their efforts down if they wanted to remain profitable; trimming those efforts then depressed response to such an extent that profitability was endangered. “Minimization trends are nothing new,”
April 2008 From Tipline
Last year’s postal rate increase only sped up the minimization trend (vouchers and their ilk) among many direct mailers, who sought to lower their costs by downsizing their packages while hoping dearly that the response did not similarly shrink. Unfortunately, however, it turned out many companies, publishers, nonprofits and the like that used direct mail were caught in a catch-22, where they felt that higher postal costs meant they had no choice but to cut their efforts down if they wanted to remain profitable; trimming those efforts then depressed response to such an extent that profitability was endangered. “Minimization trends are nothing new,”
The ‘E’ Connection
March 2008 From Target Marketing
This month’s column is an interview with e-mail marketing consultant and expert Jeanne Jennings. Jennings is an 18-year veteran of interactive marketing and product development, and she is a staunch direct marketer. Her area of expertise is permission-based e-mail marketing, and she works with medium- to enterprise-sized organizations, helping them become more profitable and productive with their online marketing initiatives. During her interactive marketing career, Jennings has helped organizations such as Hasbro Toys, the Mayo Clinic, Siemens AG, Verizon, Boston’s Museum of Science and the U.S. Chamber of Commerce. She is also the author of “The Email Marketing Kit: The Ultimate Email Marketer’s Bible.”
March 2008 From Target Marketing
This month’s column is an interview with e-mail marketing consultant and expert Jeanne Jennings. Jennings is an 18-year veteran of interactive marketing and product development, and she is a staunch direct marketer. Her area of expertise is permission-based e-mail marketing, and she works with medium- to enterprise-sized organizations, helping them become more profitable and productive with their online marketing initiatives. During her interactive marketing career, Jennings has helped organizations such as Hasbro Toys, the Mayo Clinic, Siemens AG, Verizon, Boston’s Museum of Science and the U.S. Chamber of Commerce. She is also the author of “The Email Marketing Kit: The Ultimate Email Marketer’s Bible.”
January 2008 From Target Marketing
Happy New Year! With 2008 budgets in place and sales goals set, it’s time to think about using new tools to increase response and strengthen customer relationships, whether you use direct mail to sell direct, generate leads, or drive Web site or retail store traffic.
November 2007 From Target Marketing
Is the following scenario familiar? You’re at the mailbox, pulling out mail, screening for what you’ll toss and what you’ll keep. A favorite catalog or a mailing from your daughter’s favorite retail store catches your eye. You set it aside to take a closer look. Then, the “moment of truth” arrives: You try to open the mail piece. But, alas! You hit a major sticking point—figuratively and literally. In the process of struggling to open the mailing that’s “stuck together,” you rip it. Now, the piece is damaged goods. It’s no longer as eye-catching. Its original intrigue is wearing thin. You also can’t easily read
Direct Mail Strategy: Direct Mail Road Signs
September 2007 From Target Marketing
A hot spot is where your eye goes first when you look at a postcard, outer envelope, catalog spread, direct mail letter, space ad or even an e-mail. Most of us had our first experience with hot spots in elementary school when we looked for easy ways to study for tests. We wanted to pick out key points to review without rereading entire chapters. What did we do? We looked at chapter titles, subheads, terms in boldface type, maps, charts, graphs, photos and the captions under them. In other words, we looked at hot spots. From this experience, we’ve trained ourselves to look for eye-grabbing design
September 2007 From Target Marketing
A hot spot is where your eye goes first when you look at a postcard, outer envelope, catalog spread, direct mail letter, space ad or even an e-mail. Most of us had our first experience with hot spots in elementary school when we looked for easy ways to study for tests. We wanted to pick out key points to review without rereading entire chapters. What did we do? We looked at chapter titles, subheads, terms in boldface type, maps, charts, graphs, photos and the captions under them. In other words, we looked at hot spots. From this experience, we’ve trained ourselves to look for eye-grabbing design
13 Questions for Better Creative
August 2007 From Tipline
Copywriters who have been around the direct marketing block more than a few times bring with them honed insight into what details in a campaign can make the difference between floppy, flat and firing-on-all-cylinders performance. To leverage this knowledge, it behooves marketers to answer, to the best of their ability, the questions these creative professionals send their way. The following are 13 questions you should be trying to answer—even if your copywriter doesn’t do the asking—compiled from freelance copywriters Pat Friesen, of Pat Friesen & Co.; Mark Everett Johnson, of Mark Everett Johnson Inc.; and Malcolm Decker, of Malcolm Decker Associates Inc. 1. What are the
August 2007 From Tipline
Copywriters who have been around the direct marketing block more than a few times bring with them honed insight into what details in a campaign can make the difference between floppy, flat and firing-on-all-cylinders performance. To leverage this knowledge, it behooves marketers to answer, to the best of their ability, the questions these creative professionals send their way. The following are 13 questions you should be trying to answer—even if your copywriter doesn’t do the asking—compiled from freelance copywriters Pat Friesen, of Pat Friesen & Co.; Mark Everett Johnson, of Mark Everett Johnson Inc.; and Malcolm Decker, of Malcolm Decker Associates Inc. 1. What are the
July 2007 From Target Marketing
In a recent survey entitled “Because It’s Personal: A Study of Consumer Use and Preference for Envelopes,” conducted by the Envelope Manufacturers Association Foundation, two-thirds of the survey participants indicated they open envelopes received by mail “if they think the contents might be interesting.” That’s a potential for a 66 percent open rate. The average person invests less than three seconds deciding whether to keep or toss your mail. One way to increase the odds in your favor is to give recipients an immediate sneak peek of the package’s contents. With this in mind, here are a few types of envelopes you can
March 2007 From Target Marketing
What do you carry in your wallet? If it’s like mine, it’s filled with discount devices—gift cards, savings certificates, coupons, and other ink-on-paper reminders of money-saving offers you have good intentions of using. If you’re a direct marketer who sends these incentives to customers and prospects by direct mail, your challenge is three-fold. First, you’ve got to get your mailing opened and read. Next, you’ve got to communicate your offer in such a way that it’s retained and used. And finally, your discount device has got to be as durable as it is memorable, so it doesn’t disintegrate or get lost in the growing stack of
Nine Ways to Make Your Response Device More Effective
February 2007 From Tipline
The response device is the most important component in direct response advertising, whether it’s a space ad, direct mail piece, or online registration process. If the response device is confusing or difficult to complete, it will kill response no matter how great your offer, creative or list selection is. With this in mind, here are nine tips for making your direct mail response cards, catalog order forms/order organizers, and even online registration forms more successful. • Make it look fast and easy to complete. Use readable type, and leave plenty of room for fill-in information. • Know your audience and design accordingly. Use typefaces and ink colors
February 2007 From Tipline
The response device is the most important component in direct response advertising, whether it’s a space ad, direct mail piece, or online registration process. If the response device is confusing or difficult to complete, it will kill response no matter how great your offer, creative or list selection is. With this in mind, here are nine tips for making your direct mail response cards, catalog order forms/order organizers, and even online registration forms more successful. • Make it look fast and easy to complete. Use readable type, and leave plenty of room for fill-in information. • Know your audience and design accordingly. Use typefaces and ink colors
January 2007 From Target Marketing
I recently revisited the columns I’ve written for Target Marketing in the past few years and noticed that several of them focus on specific direct mail tactics such as creative postage options, postcards and other direct mail formats. After a recent meeting in which all my client wanted to talk about regarding his upcoming mailing was the format, I thought it time to offer this gentle reminder to both clients and readers: 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
Direct Mail Strategy: The Wonders of White Mail
November 2006 From Target Marketing
When I’m teaching a workshop and use the term white mail, I get blank looks from about half the group. They are unfamiliar with the term. White mail is unsolicited correspondence from your customers. While I don’t know this for a fact, I assume white mail got its name from the plain “white” envelope it arrives in—rather than a printed reply envelope provided by you, the marketer. I once was an official reader of white mail for the personalized Christmas card program at Walter Drake, a multichannel marketer of household merchandise and gift items. So, I know from experience the enclosed message can be anything
November 2006 From Target Marketing
When I’m teaching a workshop and use the term white mail, I get blank looks from about half the group. They are unfamiliar with the term. White mail is unsolicited correspondence from your customers. While I don’t know this for a fact, I assume white mail got its name from the plain “white” envelope it arrives in—rather than a printed reply envelope provided by you, the marketer. I once was an official reader of white mail for the personalized Christmas card program at Walter Drake, a multichannel marketer of household merchandise and gift items. So, I know from experience the enclosed message can be anything
