One direct-marketing “expert,” unnamed here in order to protect the guilty, recently advised mail advertisers that letters and reply contents should be “short and a welcoming read.” Poppycock. Direct-mail copy should be long enough to get its job done — with not a word too much or too little. Renowned marketing consultant Robert W. Bly has developed a 10-step way, based on emotion and involvement, to help determine the effective copy length for any project. Emotion — The purc

Choose laser-compatible paper stocks Uncoated offset stocks from 50 pound to 9 point usually work well. — If using a coated stock, use a dull or matte sheet between 7 and 9 points thick. — Do not use glossy papers. Plan your project Careful copy and graphics placement can allow you to produce all versions of your mailing in a single print run, mail-sorted and otherwise eligible for postage discounts. Use standard-size addressing windows Windows measuring 1-1/8" high by 4-1/2"

Furniture Store Reminder Campaign When a shopper visits an American Signature home furnishings store and does not make a purchase, they receive a personalized brochure within 48 to 72 hours. Information captured by the sales representative during their visit is used to create the brochure. The sales representative greets the shopper, asks for permission to gather the information and enters it into a computer. A professional variable digital printer downloads the information a

Meher Montessori School case study Client information Founded in 1972 by Executive Director John Page, Meher Montessori School is an AMI accredited Montessori school serving children from 2 1/2-12 years of age. It is located in Altadena, adjacent to Los Angeles. The AMI accreditation is of special significance because of the estimated 3,800 schools in the United States that call themselves "Montessori" only about 190 or a slim 5% are formally recognized by AMI. AMI, which sta

Variable-data printing, a form of digital printing, is a data-driven application that consistently delivers better results than conventional direct mail, reports Mark Kolier of Connecticut’s Canterbury Graphics, Inc. According to a CAP Ventures study, he notes, VDP generates: 36% higher response rates 25% increased average orders 47% more repeat sales 32% better profits 34% faster response time Variable-data printing works The only question is whether its category — which inc

Forty percent of the success of any direct mail package is dependent upon the quality of the mailing list. The post office delivers an average of 6.7 pieces of mail to your household every day. Which ones go into the trash and which are set aside for possible opening at a later date? The mail pieces you set aside share several characteristics: They are from companies or organizations with which you have had a previous relationship. The information on the envelope hints at a p

Choose a good list Your mailing list can generate more than 40% of your total responses to a mailing, according to the Direct Marketing Association. The best offer in the world—if not aimed at the right people—will fail. To find the best type of list to rent, look at the characteristics of the customers who make up your own in-house mailing file— and build outside lists accordingly. Test various offers The second most influential factor in determining your success in direct m

Marketing consultant Robert Bly estimates that your house file—customer names and addresses—will pull double the response of any external list. Yet many direct mailers penalize themselves by not assembling such a customer list. And some shoot themselves in the foot by failing to keep their house files up to date. Recessionary times, when your phone may not be ringing off the hook with orders, is a great time to put your house file in order. Start by taking the job away from c

Well-chosen lists are key to profitable direct-mail advertising. Most observers agree that the list is as important to a mailing’s success as the offer— and far outweighs the impact of copy, graphics, and all other bells and whistles. Yet, according to nationally respected marketing consultant Jeffrey Dobkin, many advertisers do not pay more than cursory attention to list selection. He offers this advice: The best list of all—bar none—is your own house file of current and pas

Marketing consultant Ron Ferguson advises that you’ll boost your return on investment (ROI) from direct mailing lists if you: 1. Always mail to an individual By all means, stay away from lists that include “proprietor,” “homeowner,” and other entries instead of personal names. Such generic lists are often inexpensive to rent—for the very good reason that they usually generate lower response than full-name lists. 2. Aim your message at “you”—the singular “you” Direct mail, esp

The right mailing list makes a big difference in response rates. Who should you mail to? Direct mail performs best when your prospects are targeted based on the demographics of your current customers. Consider both Consumer Mailing Lists and Business Mailing Lists based on geographic location, lifestyle, purchasing behavior, business size, SIC code, sales volume and other categories. You can also market to "new movers." A new location—home or office—demands new purchases. Fro