Thursday, July 10, 2008
Hanging out by the mail box
Dean
Rieck wrote an
interesting piece which I thought was worth a look at. Just what is it that makes our direct mail prospects respond? How much time do they spend on each piece of mail they get? Does the precise hue of the background shading really matter? If most readers skim, what are the most important points you want them to capture?
Months of dedication on a mail piece, and all this for 1% or 2% response... Of course Test, Test,Test still applies but maybe we should re-examine where the majority of our efforts should be applied.
Labels: direct mail
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