Sharpe & Direct. The Direct Response and Email Marketing Newsletter

Mailing the same direct mail offer to the same consumer list a second time typically generates a response rate that’s 65% smaller than the initial response. Mailing a third time usually generates a response that’s more than 50% smaller than the initial mailing. (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…)

A recent study conducted by Omniture for Marketing Sherpa shows that a single-column opt-in form outperforms a double-column form on email subscription landing pages. (more…)

One of the best pieces of advice I ever received on customer retention was this: “Never forget a customer. Never let a customer forget you.”

But putting that maxim into practice is the hard part. How do you stay in touch with someone who is not ready to buy this quarter? How do you stay in touch with a customer who just made a purchase and is not likely to make another one for a few years (car sales comes to mind)? (more…)

Aspiring copywriter, be warned.

(more…)

Is Direct Mail Useless for DMers?

Is direct mail useless at helping direct mail businesses
generate leads?

That’s the question I was asked last week by a
reader of Alan Sharpe’s B2B Direct Mail Tactics
newsletter. Here is her unusual challenge, and my
response. (more…)

This article is my reply to a question sent in by a reader of this newsletter. I have included the entire question, which is long but necessary to read to understand my answers. (more…)

This is the home of Sharpe & Direct, the free weekly email newsletter that helps business owners and marketing managers use creative direct mail marketing to sell products and generate sales leads.

Sign up today. Each Wednesday morning you’ll receive a helpful (and mercifully short) tip on direct mail marketing. Sign up now, using the form on the right, to receive a free copy of my special report, “30 Reasons to Use Direct Mail to Increase Sales and Attract New Customers.”

For your convenience, articles from past issues of the newsletter are archived here by topic, recency and date. Use the categories on the right to find the help you need, or scroll down and use the search feature.

Yours sincerely,

Alan Sharpe
Sharpe Copy, Inc.

Postcards are an effective way for many business owners and marketing managers to attract new customers and increase sales from existing ones. Postcards are inexpensive to produce and mail. You can produce one in less time than you need for a (more…)

What’s the most cost-effective, personal and direct way there is to attract new customers to your business, stimulate repeat business from your existing customers, and generate sales from past customers? Direct mail marketing. Here are 30 ways to use this time-tested medium to your advantage. (more…)

1. Personal
Unlike an advertisement in a trade publication, which can be read by anyone, your sales letter arrives at your prospect’s place of business as a piece of personal communication from your mind to his. (more…)