by Alan Sharpe | May 18, 2016 | Advertising, Direct Mail, Lead Generation
Direct mail marketing rules are made to be broken, or so I’m told. So break this one and see what happens. Direct mail pundits, me included, recommend that all your direct mail pieces have an offer. The offer, as you know, is the incentive that you give...
by Alan Sharpe | May 18, 2016 | Direct Mail, Lead Generation
Direct mail fundraisers learned long ago that stamps boost response rates. Maybe the same will work for your sales letters. Why not test and find out? In split-run tests, non-profit organizations have discovered that an envelope bearing a row of commemorative stamps...
by Alan Sharpe | May 18, 2016 | Direct Mail, Lead Generation
When your direct mail sales letter is longer than one page, should you write “Over, please . . .” or “Please continue” at the bottom of the page? Of course not. Phrases like that work against you. In every letter you craft, you’re trying...
by Alan Sharpe | May 18, 2016 | Advertising, Direct Mail, Lead Generation
You’ll make more money in direct mail by selling to fewer people. The Sears and Roebuck direct mail catalog made money by selling everything to everybody until niche marketers arrived. Today, if you want to buy a parka for that trip to Peru, you shop from the L....
by Alan Sharpe | May 18, 2016 | Direct Mail, Internet Marketing
Are you a business-to-business direct mail marketer looking for something better to offer than white papers? Consider self-assessment surveys. But first, let’s clarify a few things. I’m assuming you’re a B2B direct marketer who uses direct mail to generate sales leads...
by Alan Sharpe | May 18, 2016 | Business to Business, Direct Mail, Lead Generation
What boosts direct mail response rates better than a premium? Half a premium. That’s what Canadian catalog printer Transcontinental has learned during the past two years. Transcontinental wanted to generate sales leads among catalog companies across North...
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