Changing your outer envelope, without touching any other part of your mailing, can punch up response by 100% or more

he late, great Bill Jayme defined the direct-mail envelope as “your headline.” Other mailing practitioners shy away from such candor

There are two basic envelope styles, writes Ernest W. Nicastro of the Positive Response company, that aim to impel a mail recipient to open

High Readership Almost everyone reads postcards. Your customers take in your message as soon as your card reaches their hands....

Why are postcards a good marketing choice? Your customer, prospects and suspects like to receive information from you. 98 percent of...

Three different markets that you can target with postcards: Use a postcard as economical ways to stay in touch with existing customers....

With money tight these days, many direct-mail advertisers are turning to inexpensive media like postcards – especially for new business...

Involve your reader Gain your recipient’s attention by making him or her a participant in your mail advertising—not just a passive set of...

Marketing consultant Kevin Nunley writes that long letters of up to 12 pages are increasingly popular with advertisers who want to make...

Sell benefits, not features Your reader doesn't care how many teeth are on your machine's gears. He only cares that your machine will...

Structure your copy Bob Stone, who wrote the classic book, “Successful Direct Marketing Methods,” says that this architecture makes for...

Individual Americans now give more than $100 billion a year to nonprofit organizations. Most of their donations come from letters they...

One direct-marketing “expert,” unnamed here in order to protect the guilty, recently advised mail advertisers that letters and reply...

Consultant Deborah S. Ramstorf asks 9 questions that she says show how well you know direct-mail advertising copy. What percentage of...

Choose laser-compatible paper stocks Uncoated offset stocks from 50 pound to 9 point usually work well. — If using a coated stock, use a...

UCLA Henry Samueli School of Engineering case study Client Information UCLA Henry Samueli School of Engineering and Applied Science is a...

Forty percent of the success of any direct mail package is dependent upon the quality of the mailing list. The post office delivers an...

Choose a good list Your mailing list can generate more than 40% of your total responses to a mailing, according to the Direct Marketing...

Marketing consultant Robert Bly estimates that your house file—customer names and addresses—will pull double the response of any external...

List selection determines 60% to 80% of the success—or failure—of a direct mailing, according to veteran New York marketing consultant...