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Direct Mail Tips

When designing your next direct mail package, consider these tips for increased response: 

1. You can be assured that Joe Reader will scan a headline placed above the salutation, the first paragraph, the signature, the P.S., and any underlined, bold-faced or otherwise highlighted text.
2. Testimonials are your friend. They make your offer more believable to new prospects.
3. A reply card will increase your response, as will an 800 number.
4. A personalized mailing will out-pull a generic mailing.
5. Make sure your main message is on the cover of your brochure, or on the outside of your envelope in "teaser copy."
6. Always put captions under any photos. Captions are read at a significantly higher rate than body copy.
7. To increase readership, 10-point type should be the smallest size you ever use. In fact, 12-point type is preferable.
8. Experienced direct marketers know these words increase response: free, you, proven, safe, now, half-price, last chance, guarantee, results.
9. Test your direct mail package against another with different prices, or a different format. Send each to random addresses on your mailing list to judge which format pulls better. Remember to test only one variable at a time, or you won't know which one made a difference.

Try these tips and see how much your response increases!