by Alan Sharpe | May 19, 2016 | Direct Mail, Lead Generation
1. Mail to a different list Your list is the most important part of your direct mail campaign. Who you mail to is more important than what you mail. So if you are persuaded that your offer is attractive, your creative is compelling and your timing is spot on, mail to...
by Alan Sharpe | May 19, 2016 | Direct Mail
I could tell you that the average temperature in the world is 60 degrees Fahrenheit. But that fact wouldn’t keep you from getting sunstroke in Cairo. Or frostbite in Tuktoyaktuk. Averages tell you only so much. Direct mail response rates only tell you part of...
by Alan Sharpe | May 19, 2016 | Direct Mail
Used the right way and with the right audience, postcards often outperform their mailbox “competitors” in money saved and revenue generated (the competitors are sales letters, self-mailers, unaddressed flyers, dimensional mailers and catalogs)....
by Alan Sharpe | May 19, 2016 | Direct Mail
Are your direct mail response rates lower than you expect? Check your sales letter or direct mail package against this checklist to uncover the reasons for your poor response. LIST You are mailing to people who are never likely to buy You are not mailing to others in...
by Alan Sharpe | May 19, 2016 | Direct Mail
Here is an example of a business-to-business sales letter mailed to auto dealers by a firm that markets gift cards that replace paper gift certificates. Anything in brackets [like this] did not appear in the letter but simply appears to describe the mechanics of the...
by Alan Sharpe | May 19, 2016 | Business to Business, Direct Mail, Lead Generation
The toughest job you face as a B2B direct marketer is reaching your prospect with your message. Reaching C-level executives is particularly difficult because they employ mail room staff and executive secretaries who screen their mail, or your mail, depending on how...
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