Strategy
Tuesday, July 27th, 2010
Simply put, your direct mail offer is the “deal” you promise the recipient. It’s what you promise the reader and what you ask in return.
Your offer needs to be specific and to clearly state how it benefits the prospect. It includes the product—or for a fundraiser, the organization’s mission or project—the price or asking amount, terms, incentives, guarantee, etc.
And, of all the components of your mailing—other than the list—the offer is the most important element of your success. If you’re looking for breakthrough results, here are 17 quick ideas to consider: (more…)
Tags: direct mail, direct mail copywriting, direct mail offer, direct mail response, direct mail response rates, direct mail strategy, direct mail test, direct mail testing, increase direct mail response
Posted in Copywriting, Miscellaneous, Strategy, Testing | No Comments »
Tuesday, July 6th, 2010
Download as pdf
We all know the importance of direct mail testing, but too often money is wasted on unproductive and unwise tests. Here are 21 basic rules worth reviewing to get the most from your marketing dollars:
1. Before you start production on any test, do the math first. How long will it take to recover your test costs, and what increase in results will you need to beat the control? Proceed with the test only after showing that there’s a reasonable chance that it can economically increase response.
2. Don’t test just because you’re curious to know “what if.” Have a solid plan of how you’ll turn the test results into a profit before you invest in the test.
3. Be sure you test a sufficient quantity to obtain reliable test results.
4. “Replicate” each test when possible—rather than mail one test cell of 10,000 names, split the names into two equal groups and mail the same test to two groups of 5,000. (more…)
Tags: direct mail, direct mail strategy, direct mail test, direct mail testing, test direct mail
Posted in Miscellaneous, Strategy, Testing | No Comments »
Tuesday, June 22nd, 2010
Download as pdf
What to test
In his book, Secrets of Successful Direct Mail, Dick Benson states, “Any idea you honestly believe can economically increase response is worth testing.”
The key words are “economically increase response.” But what is economical? Typically, the more dramatic a change you make in a package, the more dramatic the difference in results.
For example, when you need a breakthrough, test the components that have the greatest influence on the mailing’s success—lists, offer, format and copy. Forget about testing minor changes on page three or the color of the return envelope. Test big things for big results.
However, for clients mailing larger volumes, “tweaking” the control for incremental gains often makes sense.
For example, Client A and Client B both have an average response rate of 1%, with a $25 average transaction. Both test a new package that lifts results by 10%. The only difference is that Client A has an annual (more…)
Tags: direct mail, direct mail strategy, direct mail test, direct mail testing, test direct mail
Posted in Graphic Design, Miscellaneous, Strategy, Testing | No Comments »
Wednesday, June 2nd, 2010
Download as pdf
J. Paul Getty once said the three keys to wealth and success are, “Rise early. Work hard. And strike oil.”
That may be good advice. But for those of us who must depend upon something other than striking oil, I say the three keys to success for a direct marketer are to TEST, TEST, and TEST!
But before we test, we must recognize that not all tests are productive or cost-effective. My next post will be “What, How and When to Test” but in the meantime, here are 7 costly mistakes that you’ll want to avoid when testing (more…)
Tags: direct mail, direct mail strategy, direct mail test, direct mail testing, how test direct mail, test direct mail
Posted in Strategy, Testing, Uncategorized | No Comments »
Tuesday, May 11th, 2010
Click to download as pdf
Early in my direct marketing career, a mentor taught me, “The fewer people you mail, the more you can mail.”
It took me a while to grasp this simple concept, but in reality, it speaks to the core principle behind successful direct mail.
Being able to target your mailing to a narrowly defined audience—and highlighting how your offer solves specific needs—has always been one of the most powerful benefits of direct mail. Yet far too often marketers fail to exploit this advantage. (more…)
Posted in Copywriting, Strategy, Testing | No Comments »
Tuesday, April 20th, 2010
Click to download as pdf
In his novel, Anna Karenina, Leo Tolstoy wrote, “Happy families are all alike; every unhappy family is unhappy in its own way.”
What Tolstoy was saying is that to be happy, a marriage must succeed on a number of levels including: financial, sexual, how to raise children, in-laws and religion. Every successful couple finds agreement in each of these areas. But an unsuccessful marriage can break apart when there’s disagreement in any one of these areas.
The reasons for happiness are same. The cause of unhappiness is unique.
Can’t we say the same about direct mail? (more…)
Posted in Copywriting, Miscellaneous, Strategy, Testing, Thought Provoking | No Comments »
Tuesday, March 30th, 2010
Click to download as pdf
One thing we can do to improve the profitability of our direct mail is to learn the lessons of a famous jam study.
That’s right. Jam. The stuff we spread over our toast.
In a gourmet market, Professor Sheena Iyengar of Columbia University and her research assistants set up a booth offering samples of Wilkin & Sons jams.
Every few hours, the researchers switched from offering customers a selection of 24 jams to offering a group of only six jams.
Each participating customer – regardless of the number of selections offered – received a $1 savings coupon and tasted an average of two jams.
Here’s the interesting part. (more…)
Tags: direct mail, direct mail copywriting, direct mail response, direct mail strategy, direct mail testing
Posted in Copywriting, Strategy, Testing, Thought Provoking | No Comments »
Thursday, February 18th, 2010
Click to download as pdf
As professional direct mail copywriters, we often take a lot of grief about our work. We’re told our English isn’t proper – maybe even deplorable. We’re too emotional, we keep repeating ourselves and the copy is way too long.
It’s easy to forget what good direct mail copywriting is all about so let me sum it up. Good direct mail copy is copy that works. It achieves its objective.
At its best, good direct mail copywriting is one letter written by one person to one other person. Whether you’re mailing a few hundred letters or millions, direct mail is a personal communication.
Some of the best training I’ve had for becoming a direct mail copywriter came when I sold magazines door-to-door as a teenager.
Each time I approached a house, I developed a plan before knocking on the door. Then, if I could entice the homeowner into (more…)
Posted in Copywriting, Miscellaneous, Strategy, Thought Provoking | No Comments »
Thursday, January 28th, 2010
Click to download as pdf
In my last post, I talked about when to test direct mail premiums. Now, let’s discuss 3 different types of premiums, why you’ll want to test each one and how to make them work for you.
First, let’s acknowledge that when we test a premium, we’re testing a change to our offer and nothing, other than list selection, will have as great an affect on our results.
We use premiums to motivate the reader into taking a specific and desired action. It isn’t to reward, inform or thank the reader but to promote response and increase the (more…)
Tags: direct mail offer, direct mail premiums, direct mail strategy, direct mail testing, increase direct mail response, test premiums
Posted in Premiums, Strategy, Testing | No Comments »
Tuesday, January 5th, 2010
Click to download pdf
There are only two occasions when you should test direct mail premiums.
The first is when you’re not using premiums. If you’re not, you should test them now. The second occasion? When you are using premiums, you need to continue testing new ones.
Many organizations hate premiums. But most donors and customers love them and since this is a customer-driven business, I suggest you test them now.
Premiums don’t have to be expensive gifts. Often the best ones are unused merchandise sitting in a warehouse or the nearly forgotten informational pamphlet that’s begging to be used.
Countless organizations have enjoyed huge success by offering address stickers, note cards, decals, bumper stickers, iron-on patches, certificates of recognition, membership (more…)
Tags: direct mail offer, direct mail premiums, direct mail strategy, direct mail testing, increase direct mail response
Posted in Premiums, Strategy, Testing | No Comments »
Simply put, your direct mail offer is the “deal” you promise the recipient. It’s what you promise the reader and what you ask in return.
