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The 12 most common direct mail mistakes… and how to avoid them

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in Business Management

Successful direct mail doesn’t depend on fancy, four-color design or “creative” copy.

Mistake No. 1: Ignoring the most important factor in direct mail success.

Do you know what the most important part of your direct mail campaign is? It’s not the copy. It’s not the art work. It’s not even the format or when you mail. It is the mailing list.

A great mailing package, with superior copy and scintillating design, might pull double the response of a poorly conceived mailing. But the best list can pull a response 10 times more than the worst list for the identical mailing piece.

The most common direct-mail mistake is not spending enough time and effort up-front, when you select—and then test—the right lists.

Remember: In direct marketing, a mailing list is not just a way of reaching your market. It is the market.

The best list available to you is your “house” list—a list of customers and prospects who previously bought from you or respo...(register to read more)

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{ 4 comments… read them below or add one }

Kat September 27, 2010 at 5:59 pm

So true about the design by committee.


Emmanuel May 27, 2010 at 3:38 pm

I thought this post was right on. Thanks for the insight.


Grant April 14, 2009 at 12:34 pm

Great article! Thanks very much!!

Reply April 14, 2009 at 1:08 am

Great post! Very Informative and timely. This will really help our business. Thanks.


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