Strategy & Tactics for Boosting Direct Mail Response

Available as a PDF

With over 5,000 marketing messages or more bombarding prospects, customers, and donors every day and from every channel, how can you ensure your direct mail will stand out?

“Strategy & Tactics for Boosting Direct Mail Response” is the first in a new "Response Rules" series from Direct Marketing IQ and it will be your guide to getting the best possible response from your direct mail campaigns.

Twenty-four chapters from leading copywriters, marketers and industry experts will take you through the strategy and psychology, testing, and tactics you need to get the response you want. You’ll learn:

• 11 Questions that Make Direct Mail Pay for Itself
• Psychology of the Mailer — How to Get Inside the Head of the Prospect
• 7 Tips to Boost Response in this Crazy Economy
• 7 Copywriting Tips That Should Be Put to the Test
• Creative Strategies for VDP
• And much more!

You’ll also get two case studies about successful direct mail campaigns, along with many examples of response-boosting mail from our Who’s Mailing What! Archive, the most complete library of direct mail in the world.

There’s no way your direct mail campaigns won’t see a major bump in response if you incorporate some of these state-of-the-practice as well as state-of-the-art methods. Let the learning begin!

Introduction

STRATEGY & PSYCHOLOGY

1. The Creative Brief (The Missing Link)

by Ted Grigg

2. 11 Questions that Make Direct Mail Pay for Itself

by Keith Goodman

3. Psychology of the Mailer — How to Get Inside the Head of the Prospect

by Ethan Boldt

4. New Tricks for Old Rules

by Mal Decker

5. A Question of Strategy

by Alan Rosenspan

6. Think Like a Direct Marketer

by Alan Rosenspan

7. 3 Directives for Increasing Response

by Lee Marc Stein

8. How Often Should You Mail Prospects?

by Ivan Levison

9. 7 Tips to Boost Response in this Crazy Economy

by Dean Rieck

10. 3 Ways to Reactivate the Customer

by Ethan Boldt

11. When You Need to Generate Sales Fast

by Gary Hennerberg

TESTING

12. How to Test

by Mal Decker

13. 7 Rules to Testing in a Down Economy

by Grant Johnson

14. 7 Copywriting Tips That Should Be Put to the Test by Ethan Boldt

TACTICS

15. Handle With Care: Personalization Power

by Ethan Boldt

16. Creative Strategies for VDP

by Cindy Kilgore

17. Pitting the Premium vs. the Freemium

by Ethan Boldt

18. A Premium-Powered Personalization Campaign

by Joe Boland

19. Energize Your Offer … and Fire Up Response

by Dean Rieck

20. 7 Ways to Win at Sweepstakes

by Alan Rosenspan

21. 5 Rules to Draw Attention with Personalized Cartoons

by Stu Heinecke

22. The Testimonial: 6 Keys to Making Them Work

by Britt Brouse

23. The Power of the Newsletter (or Enewsletter)

by Debra Jason

24. 30 Ways to Amp Up a Renewal Series

by Robert LeRose

The Research Division of the Target Marketing Group, Direct Marketing IQ (www.directmarketingiq.com) is the go-to resource for direct marketers.

Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts.

Direct Marketing IQ has unparalleled access to direct marketing data — including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories — and proudly produces content from the most experienced editors and practitioners in the industry.