I created two direct marketing envelopes for a business-to-business client. Both envelopes had the same content inside. However, each one had different teaser copy on the outside. Both had the line “For Salon Owners Only.” And to show there was [...]
Price testing is one of the most crucial tests to perform when analyzing your response rate. Price too high and it will scare your customers away; price too low and you don’t make a profit. Often it can be [...]
My client 800 Direct needed to get its message into the hands of key telemarketing managers and marketing directors of companies nationwide, a skeptical audience. The goal was to generate leads for their in-bound telemarketing services. Your envelope is a [...]
What about the people on your in-house prospect list? People who you have had contact with before – through the mail, by phone or online – people who asked for information but did not convert? If they did not convert [...]
In marketing to pastors of churches, remember that they are among the most skeptical audience you can mail to. Furthermore, they have really tough gatekeepers. As with business-to-business marketing where you have to get by an assistant, with pastors you [...]
