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B2B Direct Mail Lists: Ask These Questions Before Renting.
If the most important part of any business-to-business direct
mail package is the list, how can you be sure that you have a
good list before you drop your money (and your reputation) in
the mailbox? Answer: Ask the right questions before you...
Can Web Copy Writers Learn From Direct Mail Techniques
Would you send a million letters costing tens of thousands to print and mail, in a direct marketing campaign, without testing the letter content first? It's what many website owners do when they don't test and measure their own website copy and...
Get Personal: Letters vs. Direct Mail
One of the reasons direct mail works is the personal aspect. It’s ostensibly a letter from you to your prospect. Because of this, the more personal you make it, the better your response will be. If you’re mailing to 100,000 people, putting your...
The Seven Vital Steps You Must Know To Ensure Direct Mail Success
1. Your Most Valuable Asset
A mailing list of valued customers is the single most important asset you have. Loyal customers will spend an average of five times more in your business than new customers. Plus it costs ten times more to acquire a...
Three Cost-effective Ways To Use Direct Mail
Two of direct mail's biggest benefits are:
- Its pinpoint targeting ability
- Its ability to deliver a full and complete sales presentation of any length
This makes direct mail a highly effective way to repeatedly expose your prospect to...
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Design Direct Mail Postcards Back-to-Front to Boost Response Rates
Conventional wisdom says that the front of a direct mail postcard is for the picture and the back is for the address, stamp and a short message.
But some savvy direct marketers design their postcards the other way around?and boost response rates as a result.
The goal of the front of the postcard is to grab attention long enough to arouse curiosity and motivate your prospect to turn the card over and continue reading. But postcards are usually delivered with the back of the postcard showing, not the front. Check today?s mail. You?ll notice that the letter carrier delivered your mail with the address facing up (unless it fell through your mail slot in a random pile).
The letter carrier reads the name and address for each piece of mail and, without turning them over, places them in your mail box. That means that the first thing your prospect sees of your postcard is the back, not the front. And you can take advantage of this fact.
A graphic designer and marketing consultant from Denver, Colorado, wrote to me recently, explaining that her
firm studied the way mail arrives. ?Through my observations and research,? she says, ?I have found that many, many more times than not, side B [the back of the postcard] is what the prospect sees first and then decides whether or not to turn the postcard over.?
This savvy marketer now designs postcards for her clients with the back being the main focus and attention grabber, leaving the front of the card for secondary messages. She is achieving ?very good results,? she says, by flouting conventional wisdom.
I see only one thing wrong with her brilliant method, and that is that I did not think of it first.
About the Author
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ABOUT THE AUTHOR
Alan Sharpe is a business-to-business direct mail copywriter. Sign up for free weekly tips like this at www.sharpecopy.com.
? 2005 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the "About the author" message).
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