Home | Contact | Advertising
Small Business, Information, Resources, Articles - SmartBiz.com
Members Login:
Sign Up Forgot?
SALES & MARKETING
Marketing Online
Email Marketing
Search Marketing
Selling
PR
ONLINE BUSINESS
E-Commerce
Website Creation
Productivity
Accounting
CRM
Web-based Software/SaaS
BUSINESS STRATEGIES
Case Studies
Smart Answers
Videos
Podcasts
Smart Blog
Human Resources
Management
BITS & BYTES
PCs & Online Equipment
Mobile Computing
Security/Business Continuity
Telecom/Office Networks
Small Business Products
FORUMS & RESOURCES
Free White Papers
Tools and Calculators
SmartBiz Forum
Legal & Business Forms
News Feeds
Featured Webcasts & Videos
Franchise Offers


 
SMALL BUSINESS AND STARTUPS INTERNET TECHNOLOGY RESOURCES
Search SmartBiz:
Forms and
Downloads
Free
White Papers
Special
Offers
SmartBiz
Blog
Free Email
Newsletters
PR
The 30 Timeless Direct Marketing Principles
Email ArticleEmail Article
Print ArticlePrint Article
Increase Text SizeIncrease Text Size
Decrease Text SizeDecrease Text Size
Del.icio.us
Digg This
Bookmark and Share

By Bob Stone

1. All customers are not created equal. Give or take a few percentage
points, 80 percent of repeat business for goods and services will
come from 20 percent of your customer base.

2. The most important order you ever get from a customer is the
second order. Why? Because a two-time buyer is at least twice as
likely to buy again as a one-time buyer.

3. Maximizing direct mail success depends first upon the lists you
use, second upon the offers you make, and third upon the copy and
graphics you create.

4. If, on a given list, "hotline" names don't work, the other list
categories offer little opportunity for success.

5. Merge/purge names--those that appear on two or more lists--will
outpull any single list from which these names have been
extracted.

6. Direct response lists will almost always outpull compiled lists.

7. Overlays on lists (enhancements), such as lifestyle character-
istics, income, education, age, marital status, and propensity to
respond by mail or phone will always improve response.

8. A follow-up to the same list within 30 days will pull 40 to 50
percent of the first mailing.

9. "Yes/No" offers consistently produce more orders than offers that
don't request "No" responses.

10. The "take rate" for negative option offers will always outpull
positive option offers at least two to one.

11. Credit card privileges will out-perform cash with order at least
two to one.

12. Credit card privileges will increase the size of the average
catalog order by 20 percent, or more.

13. Time limit offers, particularly those which give a specific date,
outpull offers with no time limit practically every time.

14. Free gift offers, particularly where the gift appeals to self-
interest, outpull discount offers consistently.


| 1 | 2 | Next page »
Add a Comment View Comments
Small Business Home

SmartBiz Shop
Promotional Items with Your logo
 
     
 
Smart Services
Spacer
Spacer
Spacer
Spacer
Add Your Logo Now
Spacer
Get Your Business Online
Build a Website Host Your Website Market Your Business Online
Business Form Downloads
Legal Forms Business Forms
Smart Forums
Recent Postings
Stimulus or "Pork"ulus?
Blog: How Do You Know What Insurance Is Right for Your Business?
If Layoffs Are Necessary, Protect Your Business
Blog - Do You Have Email and Internet Usage Policies in Place?
MORE
Home | Contact | Advertising
© 2016-2018 SmartBiz. All rights reserved. Privacy Statement and Terms of Service
Small Business Home | Business Tools | Online Business | Bits & Bytes | Sales & Marketing | Business Strategies | Forums & Resources
Email Marketing & HTML Email Driven By: Hosted By:   Design By:
Email Marketing
 
XML LogoRSS Logo
Receive our stories via SmartBiz XML/RSS feeds.
Include our stories on your website through SmartBiz javascript content feeds.