Direct Marketing news from the last few weeks

I’ve accumulated a number of bookmarks recently that featured information I found interesting.

I’d like to pass some of those along today with the hope that you’ll find at least one useful nugget of information from each article that you can apply to your business marketing plan.

1. Firms Hold Fast to Snail Mail Marketing (Wall Street Journal) – Despite Prevalence of Digital Media, Entrepreneurs Find Old Fashioned Direct Mailings Still Key to Winning Customer

(…business owners are creating personalized mailings, which may include special offers or other valuable information, and sending them to a hand-picked list of current and prospective customers.)

2. Direct pays off across borders (DMNews)

The effort [in Canada] launched with a 50,000 piece, 16-page mailer featuring information about prostate health and several offers to try Prostate Health Complex. The mailer pulled four times the response rate as a US campaign launched at the same time.

3. Direct Mail Marketing | Inside the Numbers (Noobpreneur Business Blog)

Using labels will reduce your response rate by 25%. Additionally, using window envelopes can reduce the open rate by up to 50%. Use a good quality paper and envelope. It is best to personally sign your communication in blue ink.  I recommend marking or stamping the envelope with Confidential or Urgent for a higher open rate.  Most importantly, use a real stamp and not metered mail.

4. Don’t Call It a Comeback (Deliver Magazine) – Six ways direct mail will thrive in the new year

Transpromotion and custom publishing are delivering marketing messages in more personal and relevant ways, with information woven right in the content — a plus for both marketers and recipients.