Bells & Whistles, Gadgets & Gizmos that Rev Up Response
I was schooled in the fundamentals of direct marketing while a senior writer at Finger-hut, and it was drilled into me that you never add anything to a control package unless it has the potential to increase response significantly. Moreover, that increase must more than pay for itself.
That’s why I recommend testing such tactics first. See how successfully they: 1) grab your reader’s attention and help your mail piece stand out in the stack; 2) increase getting your mail piece opened and read; and 3) support your benefit statements while increasing response. Here are some examples of what to test and why.