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BEST PRACTICE: Five steps to effective direct (not junk) mail

Direct mail should be just that: direct. As Bill Cockburn of the Institute of Direct Marketing states, ìThe message must make an impact within the first seven seconds. That is the creative moment of truth.î But Bill is now wrong. These days, with more DM landing on our desks than ever before, it's closer to three seconds.

There are five essential steps to a successful DM campaign. And having worked for a variety of agencies and companies over the last few years, I can confirm most marketing directors neglect at least one of them. I can also say that when you ensure all these factors are spot on, you can look forward to a fantastic pull.