Chris Christiansen, a copywriter and art director friend of mine found in the Seattle area, shared a one-page list with me entitled “Eleven-Point Checklist for Direct Mail Success.”
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Other than the product itself, no single component in your direct response mail or email mix comes close to rivaling the importance of the mailing list.
If you go to poorly selected names consisting of individuals who do not need your product, can't afford it or care little about it, then the best offer or creative execution in the world will not make the program successful.
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Powerful response copy techniques do not change just because the channel is electronic versus print.
Direct response words are indeed used a lot. And for good reason -- they work. So do not base copy decisions on what non-direct marketers say. Better to rely on actual A/B split test results.
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With so much demand on content for content's sake, the race is on. Emails, SMS messages and the Internet as a whole actually discourage the creation of great copy or the personal feel.
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Limited space constrained the list to four areas. So please add your comments once you have read this post to add your ow
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In just a few short years, email revolutionized marketing. Yet email abuse, spam and sloppy email marketing practices have reduced its effectiveness.
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Spam is junk mail on steroids.
We spend too much time trying to empty our overloaded inboxes. The best spam filter programs and ISP filters do little to stem the tide.
David Pogue, one of my favorite technology writers said it well in his New York Times article entitled "We Have to Fix E-Mail." He wrote:
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Email marketing continues to grow unabated despite the down economy. Companies use email for retention, acquisition, PR and BtoB lead generation.
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What works for print advertising, direct mail, DRTV and other traditional direct marketing advertising works with new media. People still respond to strong offers, certain words, longer copy and proven formats regardless of the channel used to communicate the message.
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This perennial question came up on LinkedIn’s Q&A where members ask questions of their network. The last time I checked, there were 17 answers to this question.
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