You can’t handle the fulfilment end of a direct-mail campaign without considerable planning. If you’re asking respondents to request additional information, what are you going to send them? How soon do you want to mail the information out? What else [...]
Direct mail offers a cost-effective way to test creative approaches. You can send different mailshots to small groups and then roll out the mailing that got the highest response rate to a larger audience. Even a modest campaign of a [...]
Make an offer. You’re not providing information–you’re actively selling. So you need to present the reason for sending your letter. There is something new about your product. You’re writing to people who attended a particular show and are offering a [...]
Whatever way you ask recipients to respond, make sure you code your mailing. All you have to do is assign each mailing a batch number, such as 04052103: 0405 is the month/year of the mailing; 21 is the identifier for [...]
Making a mailshot from concept to final artwork takes time. To ensure the process goes smoothly, break down the jobs into stages. The style of photography, the weight of the paper, the words on the page, the colour of the [...]
ail Pack This is the workhorse of any direct-mail sales effort. It’s been around for a hundred years, and the experts have been working at fine-tuning its appeal for 50 years. Many direct-mail campaigns consist of nothing more than a [...]
