Tip Sheet/Direct Mail
Mail Helps Garden Firm Grow
Gardening products marketer Converted Organics is using direct mail to seed both consumer and B-to-B marketing and brand awareness campaigns. We found...
Money-Saving Tips for This Winter
Money-Saving Tips for This Winter...
Mail Drives T3 Motion to New Market
To reach a new market not familiar with its product, stand-up electronic vehicle maker T3 Motion mailed its first direct mail campaign this spring. The...
Second Chances: A Guide to Retesting Files
Life is full of second chances. You may try a restaurant more than once to determine how good their food is. You might see a movie by an actor who was once in a movie you hated. You might even go on a second date with someone even if the chemistry wasn't there the first time out. So why wouldn’t you retest a file and give it a second chance?...
Resolve Your Direct Mail Deliverability Issues
If approved, the latest proposed postal rate increase will likely take effect in early 2011. With that on the horizon, now is a good time for mailers...
Be Honest in DRTV and Embrace the Web
Remember the scream and sell infomercials of yesteryear, with over-the-top claims that exaggerated a product's benefits? For smart marketers, those are...
Reach Your BTB Audience Where They Live—at Home
To recruit new agents for its expanding offices in the region, Chase International, a high-end real estate agency in Lake Tahoe, realized it had to reach...
PURLs of Wisdom
It's common sense to include a URL as a response mechanism in any direct mail piece to give recipients a quick and easy way to get more information or...
Know Where Your Customers Came In
Even if your Web efforts are booming, don't give up on good old fashioned direct mail just yet. Catalogs and snail mail could well be generating your...
Tip for Writing Winning Direct Mail Copy | Lucky 13
Direct mail is a copy-driven medium. Sure, lists and offers are paramount, but copy is the final part of the mailer's holy trinity. Yet too many unseasoned...
Be Omipresent, Like Martha Stewart | Be Everywhere
Direct mail isn't cheese, so there's no reason it should stand alone Try emulating Martha Stewart's strategy of brand omnipresence. The domestic diva's...
Ways to Make Your Mail Get Noticed
U.S. households received 100 billion pieces of direct mail in 2008, according to the recent U.S. Postal Service Household Diary Study. Not surprisingly, an overwhelming percentage arrived in an envelope...
Survey Says People Still Pay Attention to Direct Mail
Here's something for banks and credit card marketers to think about as they move away from direct mail to electronic communications...
In DRTV, Honesty is the Best Policy
Thanks to DVRs and TIVO, getting consumers to focus on your DRTV message is harder than ever before. One good way to do that is very simple keep it real....
Cinnabon Uses Direct Mail to Reach Small Businesses
To launch a new product early next year, Cinnabon is considering double-dipping on a direct mail strategy from last year that got a 4.5% response rate...
Chicago's WGN Targets Advertisers With Direct Mail
WGN hit a more than 50% response rate this spring with a small, highly personalized mailing targeting advertisers on Chicago Cubs' games. The radio station...
And Down They Go
Mailing list prices dropped during this spring across nearly all categories, with permission-based consumer e-mail lists showing the biggest year-over-year...
Summer Vacation for Mailers: Too Little Too Late?
When the U.S. Postal Service proposed a 30% discount in mailing rates during the slow summer months, many mail groups called it too little too late, since...
Cold Case
In B-to-B, Think Before You Call When the economy goes south, many business-to-business firms immediately head to the phone without any real solid plan....
Tip: Display Uncommon Courtesy
A call my mother-in-law recently received led her to praise yes, you read that right, praise a telemarketer. A rep of the Disabled American Veterans called...
Opportunity Slips Through the Slot
For mailers who can take a loss, this is a great time, and a less-cluttered channel, to build market share...
The Incredible Shrinking Mailbox: Shifting Mail Volumes Reflect Channel Use Changes
Direct mail's role as a mass-marketing response driver has all but vanished during the past decade, according to a study from consulting firm Winterberry Group. But opportunities still exist for leveraging data in pursuit of better targeting, and for integrating mail with other channels...
Circle the Wagons: In Mail, Focus on Customer's Basic Household Needs
It's the essentials, stupid: The mailer categories that increased their direct mail budgets last year...
Direct Mail: Did You Know…Volume Fell in 2008?
86% of executives say B-to-B ads in a down economy helps keep advertisers top-of-mind in their purchase decisions, according to a Yankelovich/Harris study...
Bank Mailing Promotes Anti-Fraud Product
This quarter, Huntington Bank is hoping for at least a 2% response rate to a direct mail campaign promoting a fraud detection product suite for small businesses...
