Lester Wunderman, “the father of direct marketing” outlined 10 big things about today’s direct marketing during a recent interview

Studies in the U.S. and Europe highlight the factors—some of them surprising—that cause people to open the direct-mailing envelopes

Your outer mailing envelope can’t say too little, and it can’t say too much, either, writes New York direct-marketing expert David R. Yale.

Whenever sales slacken and profits head south, most companies start to beat the bushes in search of new customers.

Marketing consultant Robert W. Bly offers four pointers on increasing the power of outer envelope pull.

Nationally respected marketing consultant Robert W. Bly offers pointers on creating high response envelopes:

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

Renowned copywriter Bill Jayme, once said that the outer envelope of a direct mailing is where the sales prospect decides to stop

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...

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

A picture is worth a thousand words, they say. But all pictures are not created equal. Depending on what you are trying to communicate,...

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...

Writing in “Copywriter’s Digest,” consultant Mike Jezek revealed 11 often-neglected postscript techniques that can lift mail response by...

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

When you are hungry for sales (and who isn’t, these days?), sharpen your sales letter. It is the heart of your direct-mail package — and...

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...