Many direct mail marketers, whether you’re targeting businesses or consumers, are going to see a decrease in response unless they change their marketing—fast.

Here’s the first thing you must change about your copy: Show your prospects immediately that you understand the fears and problems that are plaguing them as a result of the recession.

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copywriting · Direct Mail · Direct Marketing · Direct Response · recession survival tip

In several previous issues, I talked about major shopping cart blunders. Here is another costly blunder you may be committing right now.

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Direct Marketing · Hacker Safe · McAfee Secure · shopping cart security · VeriSign · web · Web strategy · websites

In our last issue of Direct Marketing Update, we talked about writing to Generation Y (ages 14 to 24) and the power of “you” orientation and exclusive offers. (Click here to read the article.)

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Generation Y · online community · Social Networking

As you know, many marketers are already suffering from the impact of the recession. But direct marketers know that profitability in tough economic times is possible—with good direct response copy.

The best direct response copy weaves a powerful emotional theme throughout the piece. Your one-on-one conversation with your prospect must be powerful enough to make him or her feel something.

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Copy tip · copywriters · copywriting · Direct Marketing · recession survival tip

In our last issue, we looked at part two of our email subject line test for a Switzerland-based publisher. (Click here to read the article.)

Here are the results: Test A, “Crisis unfolds: Carter-era inflation on the way” had been our reigning control. But it was no match for Test C, “What Bernanke and Paulson don’t want you to know.” Test C pushed our response rate another 16.5% higher as prospects responded to the intrigue and promise of inside information.

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Copy tip · copywriting · Direct Marketing · headlines · web · Web strategy · websites

It’s time to wrap-up my series on common dollar-draining direct marketing mistakes. If you’ve missed previous issues, here are the links you need to get the full story:

• Blunder 1 (which happens to be the costliest)
• Blunders 2, 3 and 4
• Blunder 5
• Blunder 6

Blunder #7

Failing to define your Unique Selling Proposition, or USP

Plain and simple, your USP is what sets you apart from the competition. How are your products or services better, faster, stronger, easier to use, more profitable or trendier? Your prospect wants to know.

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copywriting · Direct Mail · Direct Marketing · Unique Selling Proposition · USP

There are only 27 days between Thanksgiving and Christmas this year—and as of today, there are only 20 left. Your small window is closing rapidly.

Research organizations indicate that your website will be more important than ever for Christmas sales. For example, Nielsen Online reports that Black Friday traffic was up 10% this year. (Click here for more important statistics about online shopping from my last issue of Direct Marketing Update.)

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Black Friday · Direct Marketing · web · Web strategy · websites

Much has been written and said about how to engage Generation Y—that is, the members of our society between the ages of 14 and 24.

Retailers are interested because Generation Y was estimated to spend a collective $200 billion annually, according to investment firm William Blair & Company. (It remains to be seen how this number will change as a result of the recent economic crisis.)

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Copy tip · copywriting · Direct Marketing · Generation Y

If you’re frustrated with the state of marketing regulation in the U.S., you’re not alone. Marketers worldwide are feeling the strain of increasing oversight—and increasing blame.

Consider this example out of Germany: When data was stolen from a call center and used illegally, marketers bore the brunt of the blame…not the data thieves.

The most restrictive countries for direct marketers are Russia, Poland, Romania, Greece and Spain, according to DIRECT magazine. Other nations that are toughening up their regulations include England, Germany, Belgium, Norway, Sweden and the Netherlands.

data thieves · Direct Marketing

In our last issue, we looked at an email campaign created for a Switzerland-based publisher and financial advisory firm. Just after the U.S. government announced its $700 billion bailout, we tested two timely subject lines. (Click here to read about the test.)

The results showed that Test A, “Crisis unfolds: Carter-era inflation on the way,” had a 45.1% higher response than Test B, “Bailout nightmare: Your wealth is in jeopardy.”

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Direct Marketing · Direct Response · subject lines · Testing corner