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For lead generation we integrate telephone follow-up, using direct mail piece as a means to warm cold call. Calling in follow-up is less painful than calling cold.
We write teasers on envelops, use Johnson boxes, and add occasional PS, but none of them always and sometimes none at all; it depends on piece, audience, and call to action. Overall we consciously stay sincere, direct, and offer compelling reason to take action. Some results are obviously better than others and everything must be tested continuously.
We often integrate a landing page with a marketing or awareness piece, keeping font, pictures, and copy consistent between paper piece and web landing. This transition prospect from direct mail to web is a seamless manner. Sub-domains are used to create unique URLs to market specific stories.
Direct mail has been very good to my buisness :-)
If you’re not using direct mail today, I urge you to try it. Use in-house resources to make piece, find a good low cost printer for production, and leverage USPS bulk mail solutions to manage your cost. Direct mail is cost effective and it works.
Jim Logan writes, speaks, and consults on the issue of revenue growth; working with clients to build their revenue the only three ways possible - getting more new customers, increasing the value of your average sale, and getting more repeat business. Jim can be reached at http://www.jslogan.com.