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As a wholesale supplier, we understand that our customers prefer to market our products with their own brand. To do so is simple:
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It’s the usual story. A company expends so much time, talent and money on a direct mail campaign that delivered lackluster results. What went wrong? The message was on target. The offer was generous. The call-to-action, active indeed. The missing silver bullet isn’t what’s inside that envelope; it is the envelope. READ MORE >> |
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One of the reasons my wife and I get a lot of mail is our tendency to write checks. We both have a few pet charities. We’re not talking about big money here—$25 to $50 tops. What surprises me is we almost never see a “thank you” as a result of our donations. READ MORE >> |
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An envelope has only two purposes, according to Grant Johnson, President and CEO of Johnson Direct, a successful and well-known marketing company. One is to securely carry its contents from origin to destination, and its other purpose is to get opened. I couldn’t agree more that these are the two major jobs of the envelope. It sounds simple on the surface. READ MORE >> |
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Every now and then someone trying to sell me their product or service asks, “So – how’s the junk mail business?” Talk about not knowing your audience. I calmly and quietly say, “We call it direct mail.” I then sit back and enjoy watching as the realization hits that maybe they shouldn’t have called our product junk. READ MORE >> |
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The 100th anniversary meeting of the Envelope Manufacturers Association included many helpful sessions about concerns facing our industry. One of the best presentations was given by Patrick Morrissey, senior director of sales at EFI, who talked about selling solutions rather than products. READ MORE >> |
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Much has been written about creating the offer, targeting the audience, and even organizing contents to maximize response. We go to great lengths to create what’s inside the package. Yet, like baseball, without an at-bat you can never hit a home run. Getting the outer envelope opened gives you the at-bat you’ve worked so hard to achieve. READ MORE >> |