“People buy from people they like and trust” is an established sales truism, but how many people receiving your DM package have even heard of your publication or editor or you, much less like and trust you?   Your DM … Continue reading →

“What works best in e-mail marketing?” I got asked for the umpteenth time the other day. “Long copy or short copy?” It’s a quandary for direct marketers much more so than general marketers. Here’s why: There’s a widely held viewpoint … Continue reading →

As we rapidly gain experience and test results from Internet direct mail, we are learning more every day about what works in this new medium. Here are some techniques that seem to be successful in increasing click-throughs and conversions. 1. … Continue reading →

Internet direct mail typically generates a response rate between 1 and 20 percent, although some do better and a few do worse. The copy in your e-mail plays a big role in whether your e-marketing message ends up at the … Continue reading →

A few years ago I came across a brochure for an independent consultant, Sommers White.   The brochure promoting White’s consulting services was written entirely in question and answer format. But what really caught my eye was the first Q … Continue reading →

It’s common knowledge that “free” is the most powerful word – and the most irresistible offer – in direct marketing.   But can you guess the second-most powerful word or phrase – and the second most irresistible offer?   It’s … Continue reading →

Legendary adman James Webb Young, who started selling fruit by mail around the same time that Harry & David did, tells the story of an apple-growing season where he was nearly ruined.   Violent hail storms bombarded his apple trees … Continue reading →

Early in my career, I worked as advertising manager for Koch Engineering, a company that made mixers and other equipment for the chemical process industry.   I liked a lot of things about the job, but one thing I didn’t … Continue reading →

Once, I had to help a computer leasing company figure out what to emphasize in its marketing.   The company provided financing to computer buyers through the resellers that put together and sell computer systems.   Their marketing was targeted … Continue reading →

Your direct mail piece does well. Really well. Should you mail the same piece again? And when?   Rule of thumb: Sending the exact same piece to the same list approximately 8 to 10 weeks after the initial mailing usually … Continue reading →