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7 Red Hot Tips For Maximising B2B Direct Mail Conversion

Written on 15 Mar 2011, 09:30 AM

1/ Shape and size...

Even if you have an irresistible offer supported by great copy, the way your direct mail piece is presented can still make that critical ‘percentage point' difference between a good response and a GREAT response. Rather than conforming inflexibly to the standard, single colour A4 letter format, try experimenting with original ideas: A3 folded, A5, unusual shapes, striking colours and designs - anything that will stand out and grab attention. 

2/ Your envelope...

Don't fall at the final fence by economising on envelopes.  Think of your envelope in the same way that savvy manufacturers think about their packaging. Outward appearances matter. The sales process begins from the split second your prospect looks at and judges - consciously or subconsciously - whether or not they should open your mailing. Whenever possible, use good quality envelopes, overprinted with a compellin... Read more
 

Questions to ask when buying email data

Written on 05 Jun 2009, 04:04 PM

In order to reduce the risk of being viewed as a spammer with potentially damaging consequences such as being blacklisted by your ISP and suspension of all your online operations, several pertinent questions should be put to your supplier. In my opinion, numbers 1-3 are essential with 4 and 5 being desirable.

1. Are the addresses collected in accordance with the Data Protection Act 1998 and the Direct Marketing Association's DM Code of Practice

2. Have the recipients agreed to their details being passed to third party organizations for direct marketing purposes - essential for non-corporates

3. How often are they updated/verified

4. Does the supplier have a deliverability guarantee

5. Can the email address be linked to a qualified trading postal address

Also ask whether the supplier will release the data if your preferred option is to manage the campaign internally, as not all do.

Email marketing ma... Read more