Direct Mail Effectiveness —Farquharson/Tedesco

Think back to your last direct mail campaign: Did you pour half your time and resources into creating a beautiful design? If so, how many calls did you get from enthusiastic prospects saying: “Your offer was OK…but your promotion just looked so good, I had to take you up on it?”

Yeah, Farquharson didn’t think so. Next time, try to cut your time spent on the creative down to 20 percent. If your habit is to focus on design at the expense of everything else, rest assured you’re not alone. In our experience with direct mail campaigns, typically months go into the creative. Then, at the last minute, someone says, “We’re about ready to go to press. What’s the offer and to whom are we going to send it?”