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Can Your Direct Mail Campaign Answer These 5 Questions?

by Ethan Boldt November 3, 2011
In DirectMarketingIQ's first FREE webinar, "New Response-Boosting Design & Techniques for Direct Mail," on Tuesday, two esteemed inventors and practitioners in the direct mail field showed the myriad ways to boost response. After all, in most direct mail sectors today, Plain Jane doesn't cut it for the average prospect. The medium is practically begging to be used in better, more inventive ways.

Patrick Fultz, award-winning designer and current President of the John Caples International Awards, and Mike Capuzzi, owner of CopyDoodles® and author of the "The Ultimate Sales Letter," have been doing just that for well over a decade. Learn how cutting-edge design and the use of attention-grabbing enhancements, like CopyDoodles, can instantly change the fortunes of a future direct mail campaign.

You'll see dozens upon dozens of direct mail samples — many powered by our own Who's Mailing What! Archive database, the most complete library of direct mail in the world — that showcase these enhancements.

You can still register for this free webinar now, as it's available on-demand for the next 90 days, and find out if you can answer these types of questions on behalf of your direct mail campaign.

1. Does your mailer speak "faux"?
Fultz shows how ordinary outers can stand out and look important when you employ faux techniques, as they add intrigue and often get past the mail screener. This includes printed or applied shipping labels, unusual indicia, Do Not Bend/Fold stamps, and Bubble Pak envelopes.

2. Have you considered using texture?
We are sensory-focused creatures, yet too many mailers only try to appeal to our eyes. Fultz believes the feel of a mail piece is almost as important, so he's constantly changing up textures for his clients, like Disney and Meredith Publishing.

With paper, he will change weights, go with coated or uncoated, and choose between smooth or textured. Fultz employes the other materials beyond paper, such as plastic and even wood. He's also successfully used embossed and varnished mailers in the past.
 
 
 

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