Direct Mail Results in the Pandemic
Clients are calling me to ask about whether they should mail their planned direct mail campaigns. They answer, as always, is . . . it depends. I can report that I personally coordinated 5 direct…
Direct Mail Outer Envelope Test Idea
Overheard at the CDS Global Summit earlier this week… Putting your offer on your direct mail outer envelope can increase response. Folks from Meredith and Minneapolis-St. Paul magazines revealed that outer envelopes with off copy…
Brutal Test for Marketing Copy
Count the number of “we” and “our” (or “I”, “my” and “me” words) in your marketing copy. Then count the “you” words. The “you” words should vastly out-number the “me” words. If not, chances are…
Boston Review Email is Simple & Effective
Social shopping sites have not been quick to embrace/accept offers from magazine publishers. Most of the ones I have seen are for city or regional magazines. Results for these titles show a hefty percentage (in…
Don’t Suppress APO/FPO Addresses!
Think again if you routinely suppress military addresses from your mailings. I find they often outperform other states (perhaps because so many mailers suppress those addresses and they don’t get as much mail).
Pre-Populate!
Send emails to current customers with landing/order page already filled out as much as possible for them. It’s the difference between a sale and a click good-bye. This is even more critical in a mobile…
Improve QR Code Response
Don’t just slap a QR code on your promotions. Place a call to action next to them such as: Scan to order now on your mobile device.
Easy-To-Remember URLs
If your landing page URLs, especially those housed at the fulfillment company, are long and hard to remember or to type into an address box, why not use simple customer-friendly addresses and redirect to the…
Speed Up Your Customer Contact Program
If you are currently waiting a week to send as subscriber acquisition email to someone who signs up for an e-newsletter, try doing it within 24 hours. Strike while the iron is hot.
Cute & Clever Fails
More and more subject line tests conclude that cute and “creative” subject lines lose to straightforward, clear, benefits-laden subject lines. Thought we magazine folks learned that lesson from newsstand cover blurb testing, but maybe not.
