Don’t Ask Email to Do Direct Mail’s Job

Are you trying to acquire new customers by sending emails to a rented list? That’s like hammering nails with a screwdriver. You’re misusing the tool, and things could get ugly. Those rentable email lists may be opt-in – that is, people agreed to subscribe – but most...

Open Sesame

One challenge faced by both direct mail and email is getting the communication piece opened. In emails, using an intriguing subject line gets people to click open the message. For postal direct mailers, the challenge is getting recipients to tear open the envelope or...

Two Direct Mail Copywriting Strategies

Is your direct mail piece not getting the response you hoped for? Take a moment to review the copy and offer. Direct mail should sell a single offer that leads the recipient to respond. The offer must have value, and it’s best if it relates directly to the product...