Direct Mail
Articles
"Free Advertising Space." American Printer, September 1997, p. 114.
—Research has shown that direct mail advertising generally gets better results with four-color envelopes instead of the standard one color.
"First Class Mailers: Keeping Abreast of USPS Standards Saves Printers and Their Clients Money" by Bob Gragg. American Printer, September 1997, p. 68.
—The U.S. Postal Service has new standards affecting direct mail. USPS Publication #25 could serve as a valuable tool for anyone in the direct mail business.
"Guess the Winner" by Tom Meyer. Target Marketing, June 1997, p. 64.
—Different direct mail techniques can attract more responses and lead to greater profits. Free gifts, for example, help boost sales.
"Let’s Examine Who You Are" by Murray Raphel. Direct Marketing, July 1997, p. 54.
—Lists five steps that will improve direct-mail advertising campaigns. These include understanding your target audience and what they want, and understanding that existing customers are worth five times more than new ones.
"Paying Less for Lists: How to Ask For-and Get-the Discounts You Need to Mail Outside Lists Profitably" by Alicia Orr. Business Insurance, April 7, 1997, p. 38.
—Identifies negotiation as the key to acquiring mailing lists for less. Discusses the importance of pinpointing specific characteristics of your customer base and utilizing those to your advantage.
"Tips on Improving Your Catalog Creative" by Elaine Santoro and Debra Ray. Direct Marketing, March 1997, p. 18
—Discusses the importance of design and choosing the right paper and colors. Also lists the key sections of any direct mail catalog.
"234 Secrets of the Pros." Target Marketing, September 1997, p. 26.
—Provides perspectives from several direct marketing pros on direct mail and direct mail production, testing, strategy and other kinds of direct marketing.
"101 Ways to Improve Your Response" by Alan Rosenspan. Direct Marketing, July 1997, p. 56.
—Provides a comprehensive list of simple and inexpensive tips for improving direct mail responses, including testing different courier services, free giveaways and provocative openings and front pages.
Books
Selling by Mail Order. SBA Publications. P.O. Box 46521, Denver, CO 80201-46521. (800) 827-5722.
—Gives the basics of a successful mail order business including product selection, pricing, testing and writing effective advertisements.
Other Resources
Direct Mail Delivers Kit. United States Postal Service, 1997. (888) 424-USPS, ext. 2066.
—Offers valuable information on how a business can increase its customer base, retain customers, and increase revenue through the use of direct mail.
Advertising-Direct Mail
Letter Shop Service
Mail Delivery Service
Mailing Lists