- “We don’t need an incentive or specific call to action because the product sells itself.”
- “It doesn’t matter when we mail because the offer is compelling.”
- “List segmentation is for the birds.”
- “The people who didn’t respond to our solicitation the (3rd, 6th, 22nd) time didn’t read the mail. Let’s hit them a (4th, 7th, 23rd) time with a different envelope and they’ll respond.”
- “Our customer base will buy anything we sell.”
- "The brand is more important than the sales proposition."
- “If everyone opted in to e-mail, why should we segment the list?”
- “No reason why we can’t send even more offers to our opt-in list. After all, they did opt for it.”
- “All customers are the same.”
- "We can easily improve response rates by doubling our customer incentives."
- "Self mailers are never effective."
- “Loyalty and retention are the same thing.”
- "Ignore customers who complain – they are cranks and just want a freebie.”
- "We don't need a proofreader."
- "The more flash, the greater the response."
- “Carpet bombing is economical because the cost per piece is low.”
- “No one reads paper mail any more.”
- “All e-mail is spam and no one will read it.”
- “We used a moving applicance
in our television ad. So we must include the same moving applicance on our outer envelopes.”
- “Our direct mail should have nothing to do with our television advertising.”
- “Let’s treat everyone like our most valuable customer because eventually they will be.”
- “A respond-by date is too pushy.”
- "Our web site is unique, so there is no benefit in aligning our online benefits messaging with our mail."
- “If the husband and wife are both on our customer list, let’s just mail to the male.”
- “We deduped the list 6 months ago. That’s recent enough.”
- “The Control package worked well last year, so there’s no point in testing this year.”
Will your mail Fail in 2010? Warning signs that it could
When you hear any of these phrases while planning direct mail, there should be a voice in your head yelling “Danger”:
Posted by Marc Davis