When it comes to sending out a piece of Direct Mail to elicit a favourable response, the one that carries an Offer versus the one which doesn’t – emerges the winner! Simply put, no offer means no response. A classic example of mailers containing offers are those designed by Reader’s Digest – they always pulled in the desired response. When you have a good offer going, shout it from the rooftops; not in the by-lanes of your text. Be upfront about
In an insightful analysis of Fund-raising through the medium of Direct Mail, Mal Warwick & Associates Inc. shared some interesting data. It was their conviction that donors are discerning and intelligent; that they understand far more about the process of Fund-raising. They also found that Fund-raising through Direct Mail served a very useful purpose of public education – their research had shown that for a great many people, Fund-raising letters were a more trustworthy source of information. The First Benefit Donors being
Is it the ‘offer’? Is it the design? Is it the simplicity of the communication? Or is it something more? While all these contribute to the overall appeal of the Direct Mail campaign – the single-most factor that drives its success is finding the right ‘List’ to which the mailing should go. This is where a List Broker comes in to offer you totally impartial advice that costs you nothing, but can save you a lot of money. Since Brokers handle a
Quite honestly, no other piece of communication works harder. That is because Direct Mail is an indefatigable workhorse when it comes to making a one-to-one connection with its target audience that outperforms almost every other media tool, to reach the winning post and earn you handsome rewards. Consider this: Tom Froti in Direct Mail and Periodicals says that In the US, an average household receives only two pieces of Direct Mail a day compared to 157 emails. Unlike other media promotions,
And, what is direct mail if it gets trashed before it is opened? – A Hobson’s choice indeed. Of late, there has been a lot of hue and cry over the privacy breach in direct mail strategies, especially in the West, although in India, we aren’t even close to getting our legal definition right for the word ‘privacy’. Nonetheless, the new Code of Practice released by the New York-headquartered Direct Marketing Association (DMA) may have some far-reaching impact