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 [...]
Testing is vital for email, banner ads, TV… every direct marketing campaign. If you can’t test it, don’t do it! Let’s look at the test results for a magalog – a direct mail piece that looks, feels and reads like [...]
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 envelopes had a “Special Report” enclosed to create value inside. Test: Envelope [...]
Sometimes even a few cents can have a big impact on sales. Case in point: American Express Publishing tested three price points for one of its publications. Three of the prices were within 5 cents of each other. The biggest [...]
