Message & Media: Head of the Class
That's why whether you use social media now, later or never, you need to become informed so you can make smarter, educated decisions about what is appropriate. With social media opportunities, followers and analytics changing almost daily, the best answer is to stay informed, keep an open mind and test for success.
6. Why should writers, designers and others involved in the creative process care about response rates?
Answer: Front-end response and back-end customer satisfaction are what drive everything direct response writers and designers do. No matter how many creative awards our work wins, awards don't matter if we're not generating profitable clicks, calls and visits to websites and stores.
The best direct response writers and designers learn from their successes and failures. They appreciate the power of tracking, measuring and analyzing results.
7. Why do direct mail letters typically include a P.S.? My boss says a business letter with a P.S. doesn't look professional.
Answer: Tests show the P.S. is one of the most widely and first read elements in a letter—B-to-B and consumer. In fact, 30 percent-plus look at the P.S. first. AT&T takes advantage of this with their new customer signup thank you letter.
That's why when I write a letter, I write the entire letter first, then pull out a key benefit and move it to the P.S. where I know it will get seen first.
8. Are direct marketing and direct mail the same thing?
Answer: No. Direct mail lists were the original workhorse used by direct marketers, but the two terms are not synonymous. The direct marketing process is channel agnostic and is powered by both traditional (such as direct mail lists) and new digital media. What makes direct marketing unique is that it allows you to track, measure and analyze response/action to the individual level no matter which type of media you are using.