Does your direct mail end up here?

If you want to improve the response rate to your direct mail, the answer may be as simple as making a better offer.

For example, a recent mailing by one business offered free samples and pulled a good response. Here are the details:

A manufacturer of skin-care products, offered free samples to a targeted list of skincare professionals. These two factors, the offer and the list, were far and away the most important reasons for the client’s success. The third and least important factor was the copy. Sure, it played a role and had an impact. But without an excellent offer—free samples—it’s unlikely that this mailing would have produced much more than a handful of responses.

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Do You have a Winning Combination?

If you ask your accountant, they will tell you that marketing is an
expense. Most businesses think of marketing as an expense because
they keep writing checks for their marketing, but don’t see anything coming back in return.

The true business owner or entrepreneur knows that marketing is not an expense, it is an investment. For it to be an investment, every marketing dollar that goes out needs to account for more money coming into the business.

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