Sharpe & Direct. The Direct Response and Email Marketing Newsletter

The easiest way to increase your direct mail response rates is to make your packages more personal. Given the choice between reading a flyer and reading a hand-written note from a friend, most people will read the personal note first. Here are some ways to make your direct mail packages more personal. (more…)

The main difference between a real horse and a hobby horse is that you can get off a real horse. And one of my hobby horses is telling the truth in advertising. That’s not a typo.

Telling the truth in direct mail advertising is essential for your long-term credibility. And long-term viability. Lying is always wrong, even when it makes you money. (more…)

In business-to-business direct mail lead generation, letters invariably outpull self-mailers, including postcards. Your sales message belongs in an envelope for a number of good reasons.

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Here’s something to test.

Take your existing business-to-business direct mail
package and make just one change: put two
windows on the mailing envelope instead of one. Mail
it and see what happens. (more…)

In business-to-business direct mail lead generation, more prospects see your mailing envelope than will ever see what is inside. That’s because prospects spend only a few seconds examining your envelope before deciding whether to peruse it or pitch it. (more…)

In direct mail, you have a formidable enemy–the wastepaper basket. Your prospects take one look at your mailing envelope and decide if they will open it or fling it into the trash can (or recycling box). One way to persuade them to open your envelope is to make your envelope irresistible. Here are a few ideas. (more…)