DM News & Tips

DMA takes action on Do-Not-Mail
The Direct Marketing Association (DMA) unveiled the Commitment to Consumer Choice (CCC) initiative during DMA07 in Chicago. They hope to educate both direct marketers and consumers of the importance of providing mail choice. The DMA feels they are the best organization to administer such a system. At least 10 states are now considering do-not mail legislation. The DMA is taking additional preemptive steps against the growing interest in legislating opt out mail. Visit www.dmachoice.org/consumers to learn more about mail preference.

DMA tests paper and imagery
How much do paper stocks and graphics help direct mail response rates? A direct mail test/survey conducted by the DMA answered these questions. They measured response to a variety of stimuli on different paper stocks. They found that 67% of respondents preferred a 100# cover over 80# cover. Photographic imagery was the clear winner at 37% over solid color 27%, illustration 20% and typographical element 16%. A photo is still worth a 1000 words!

Design for 3:33 rule
A rule of thumb in direct mail is - you have 3 minutes and 33 seconds to make the sale. Your piece will have 3 seconds to stand out in the mail. Then you have 30 seconds to engage the reader enough to get the envelope or mailer opened. Now you have just 3 minutes or less to hold their interest and get them to respond. The AIDA (attention, interest, desire, action) marketing rule must be followed to survive the 3:33 rule.

Personalization improves response
Marketers who have tested variable data direct mail have reported some excellent results. Some mailings have had response lifts as high as 1000 percent. A 2006 customer focus survey showed that 59 percent of the direct mail that does get opened is due to one or more elements of personalization. About two-thirds of all direct mail now employs one or more levels of personalized data.

Wisconsin named printing capitol of USA
Printing Impressions magazine has anointed Wisconsin as the best state for printing. While not the biggest in total print volume Wisconsin stood alone in manufacturing firepower for a state of its’ size. There are about 1,040 printers in Wisconsin. Thirty one of those printers are among the 400 largest print companies in the country. According to PI editors, a great work ethic, the long printing tradition and centralized location keep Wisconsin in the forefront of the industry.