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July 28, 2010

10 key questions you should be asking your data supplier

You need to know that the data you buy is legal, up-to-date and targeted. Here are our top 10 key questions you should be asking your data supplier. An explanation of why is provided after each question.
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May 25, 2010

Email Inboxes Getting Stuffed?

With email inboxes getting stuffed, intrays are relatively empty, opening up new opportunities for an old favourite - direct mail. The steely guardians of their bosses’ mail no longer have to filter out masses of promotions, offers and information. The new filterers are of email; faceless, automatic and far more efficient, directing well thought out ideas effortlessly into spam folders, or deleting messages, without question, from over full inboxes. Marketing history was never made by following the crowd and there is no better time than now to make your mark. There is a new receptiveness for good quality print, presented with a compelling message. It has a physical presence and a period of retention envied by email marketers. So, harness the newfound power of direct mail – and stand out from the crowd.

 

July 30, 2009

Essential Guide to Increasing your Response Rates – Part 6: The truth about colour and response rates

Colour always increases your response rates. True or false? 99% of the direct mail industry believe this is true. But the reality is reversed. In the final episode of his series on raising response rates in direct mail, Tony Attwood shows why adding colour to your mailshot can often do more harm than good. (more...)

 

July 27, 2009

Essential Guide to Increasing your Response Rates – Part 5: Flyers, brochures and catalogues

Each works in its own way and has its own function in direct mail – and each can deliver sales that the other cannot. (more...)

 

July 20, 2009

Essential Guide to Increasing your Response Rates – Part 4: Benefits not features

Open any book on marketing and you will find the advice “sell benefits not features”. It is said so often that it hardly seems worth saying again. And yet, according to Tony Attwood, over 90% of direct mail still doesn’t focus on benefits, even when the senders believe it does. (more...)

 

July 13, 2009

Essential Guide to Increasing your Response Rates – Part 3: Targeting your mailshot

If you want to write a really brilliant mailshot forget you are writing to lots of people. Instead write just to one. It takes practice, but when you can do it you will find your response rates shoot up. The key factors that lead to success in writing and designing direct mail are all psychological - they are to do with the individual. (more...)

 

July 5, 2009

Essential Guide to Increasing your Response Rates – Part 2: Announcement advertising

Announcement advertising consists of well, as you would expect, an announcement and little else. In essence an announcement advert says, "I have this, buy it." That's it. It's ever so simple to do which is probably why it is one of the most popular forms of direct mail advertising.   Unfortunately, most of the time it doesn't work at all. (more...)

 

July 1, 2009

Essential Guide to Increasing your Response Rates – Part 1: How can I double the response rate in my direct mail?

Question: How can I double the response rate in my direct mail? Answer: There are at least 50 different things you can do Question: OK let’s not bother with all 50. Just tell me the most important. Answer: Use the 70% theory. (more...)