Tip #5: Convert your creative from a no-step option to a two-step approach. This will allow you to begin compiling data that will be useful for on-going marketing campaigns as well as prove invaluable from a marketing research vantage point. The more you know about those who respond, the better you can custom-tailor your marketing messages: by segments, media, geography and the like.
Tip #6: Add credibility by employing a buckslip or lift note. Brand marketers too often consider these additions to a direct mail package as unwanted waste and/or additional clutter. When done correctly, they add value and often make or break whether or not the recipient responds or not.
Some companies that employ this fine balance between brand and direct include: Amazon, Zappos, Dell, AARP, NY Life, Best Buy, Google, Subaru, Lexus, among others.
If brand names like these can make the Direct Branding leap, so can other brands, big and small and in between.
Today, with mounting pressure to prove that marketing is ROI-positive, it's simply a wise decision to add some basic tenets of direct marketing to your brand-centric efforts. The payoff will be more effective, measurable marketing. That's something we can all cheer about.