Direct Mail Marketing Goes Rogue
I recently received the fabulous news?that I had won ?,000.00. You know what they say about things that sound too good to be true ?they usually are. So I looked for a phone number ?absent. I then looked at the return address ?Canada. Canada? I had a closer look at the delivery envelope ?Royal Mail frank, i.e. it had been posted from the UK. Strange. I did a Google search for company name. At number 2 was a link to an article in the Mirror entitled Rogue Mail? Yep ?it was a slick scam which was apparently netting the operators millions of pounds because to claim your prize you had to send a payment, in this case ?0.00.
Now many would have been outraged at receiving such a letter. Instead, I saw it as a great learning opportunity not, I hasten to add, because Im planning a scam of my own, but because it put into practice (with great results) many of the strategies of doing an effective and legitimate Direct Mail campaign. Here are some of the tactics adopted by this company and a few ways to improve the effectiveness of your Direct Mail campaigns.
1. Delivery Envelope
The envelope displayed the companys name and under the company name were the words Cash Release Documents? Over the window of the envelope were the words Final Notice For:?which implied a sense of urgency. To the right of the envelope were the words OPEN AT ONCE??i.e. a strong call to action. This company obviously knew the strength of using teaser copy, i.e. copy to whet the appetite of the reader.
2. Reply Envelope
Including an addressed reply envelope generally increases the response rate and a reply envelope was dutifully included in this case. Some Direct Mail marketers use FREEPOST envelopes but the problem with this is that it can increase the response rate of junk mail.
3. Main Letter
The main letter was well-presented and looked official. The letter had been folded in three and the body of the letter was laid out in such a way that the information above the first fold was compelling as well as the information between the folds and at the bottom of the letter.
We tend to scan letters reading the headline, sub-headers and footers first and taking in any other striking information so this was a clever marketing tactic. In fact, the headline is critical to the success of the Direct Mail campaign. Given our short attention span, some attribute 90% of the success of a Direct Mail campaign to using a captivating headline.
In this case, above the fold and in italics, there was a short paragraph preceded by the word Attention?and containing the word CONGRATULATIONS?notifying me that I had won a prize and it was ready for dispensation? The prize would be held for me until I responded (by post) according to the terms of the letter. Then there was another call to action?
The letter went onto to say that as soon as I responded my cheque would be dispatched to me using a registered courier service. This helped to reinforce the fact that I had to act quickly to take advantage of this offer.
The middle section gave details about the prize and an option to have the money released in one lump sum or to have 4 equal payments. A no-brainer proposition when you think about it but what this copy did was reinforce the fact?that there was money at stake here.
The information in the last segment recapped the information previously expressed and reinforced the need to act quickly or lose my prize.
4. Signature
The scanned signature was legible and in blue. Believe it or not this is another important feature of Direct Mail letters. Signatures should be legible and research has shown that the best colours for your signature are process?or reflex?blue. The rest of the text should be black against, ideally, a white, off-white or pale yellow background.
5. Postscript
All well-constructed sales letters will contain a strong postscript to end such as reminding potential customers of the key benefits of the item being sold or of the steps to take. In this case the reader was reminded that they could spend the money any way they liked encouraging those who had been lured to this point to imagine how they would spend their unexpected windfall.
6. Order Form
Naturally, Direct Mail Marketing campaigns will contain an order form. The order form should stand out from the main letter. One way to achieve this is to print it on paper of a different colour such as blue or pink. Another marketing tactic is to give the order form a different title. Think about it, most people are averse to form-filling. They find it tiresome. In this case the order form was headed Cheque Release Form?where the first two words neutralised any negative impact the word form?might have had.
These tactics can all contribute towards generating high-income earning legitimate Direct Mail campaigns. The letter I received was slick but there were several errors or irregularities as I have glossed over here. In my next article Ill highlight these irregularities or the things to avoid when sending out a Direct Mail Campaign.
Its sad then that people stoop this low to con people out of their money when they could apply the similar tactics and elicit money honestly. Unfortunately, there will always be vulnerable or easily influenced individuals who will fall for these unscrupulous Direct Mail tactics. I hope this article will help to make people more aware of the scams that are going on and that less people will be duped by them. Oh, by the way, the name of the company ?Global Escrow Services?
Nickolove Lovemore is a Life & Success Coach and NLP Practitioner. Please visit http://skylinecoaching.blogspot.com/ for more articles and offers.Statement By Ada President Mark J Feldman On The Native American Full Access To Dental Care Act The San Francisco
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Now many would have been outraged at receiving such a letter. Instead, I saw it as a great learning opportunity not, I hasten to add, because Im planning a scam of my own, but because it put into practice (with great results) many of the strategies of doing an effective and legitimate Direct Mail campaign. Here are some of the tactics adopted by this company and a few ways to improve the effectiveness of your Direct Mail campaigns.
1. Delivery Envelope
The envelope displayed the companys name and under the company name were the words Cash Release Documents? Over the window of the envelope were the words Final Notice For:?which implied a sense of urgency. To the right of the envelope were the words OPEN AT ONCE??i.e. a strong call to action. This company obviously knew the strength of using teaser copy, i.e. copy to whet the appetite of the reader.
2. Reply Envelope
Including an addressed reply envelope generally increases the response rate and a reply envelope was dutifully included in this case. Some Direct Mail marketers use FREEPOST envelopes but the problem with this is that it can increase the response rate of junk mail.
3. Main Letter
The main letter was well-presented and looked official. The letter had been folded in three and the body of the letter was laid out in such a way that the information above the first fold was compelling as well as the information between the folds and at the bottom of the letter.
We tend to scan letters reading the headline, sub-headers and footers first and taking in any other striking information so this was a clever marketing tactic. In fact, the headline is critical to the success of the Direct Mail campaign. Given our short attention span, some attribute 90% of the success of a Direct Mail campaign to using a captivating headline.
In this case, above the fold and in italics, there was a short paragraph preceded by the word Attention?and containing the word CONGRATULATIONS?notifying me that I had won a prize and it was ready for dispensation? The prize would be held for me until I responded (by post) according to the terms of the letter. Then there was another call to action?
The letter went onto to say that as soon as I responded my cheque would be dispatched to me using a registered courier service. This helped to reinforce the fact that I had to act quickly to take advantage of this offer.
The middle section gave details about the prize and an option to have the money released in one lump sum or to have 4 equal payments. A no-brainer proposition when you think about it but what this copy did was reinforce the fact?that there was money at stake here.
The information in the last segment recapped the information previously expressed and reinforced the need to act quickly or lose my prize.
4. Signature
The scanned signature was legible and in blue. Believe it or not this is another important feature of Direct Mail letters. Signatures should be legible and research has shown that the best colours for your signature are process?or reflex?blue. The rest of the text should be black against, ideally, a white, off-white or pale yellow background.
5. Postscript
All well-constructed sales letters will contain a strong postscript to end such as reminding potential customers of the key benefits of the item being sold or of the steps to take. In this case the reader was reminded that they could spend the money any way they liked encouraging those who had been lured to this point to imagine how they would spend their unexpected windfall.
6. Order Form
Naturally, Direct Mail Marketing campaigns will contain an order form. The order form should stand out from the main letter. One way to achieve this is to print it on paper of a different colour such as blue or pink. Another marketing tactic is to give the order form a different title. Think about it, most people are averse to form-filling. They find it tiresome. In this case the order form was headed Cheque Release Form?where the first two words neutralised any negative impact the word form?might have had.
These tactics can all contribute towards generating high-income earning legitimate Direct Mail campaigns. The letter I received was slick but there were several errors or irregularities as I have glossed over here. In my next article Ill highlight these irregularities or the things to avoid when sending out a Direct Mail Campaign.
Its sad then that people stoop this low to con people out of their money when they could apply the similar tactics and elicit money honestly. Unfortunately, there will always be vulnerable or easily influenced individuals who will fall for these unscrupulous Direct Mail tactics. I hope this article will help to make people more aware of the scams that are going on and that less people will be duped by them. Oh, by the way, the name of the company ?Global Escrow Services?
Nickolove Lovemore is a Life & Success Coach and NLP Practitioner. Please visit http://skylinecoaching.blogspot.com/ for more articles and offers.Statement By Ada President Mark J Feldman On The Native American Full Access To Dental Care Act The San Francisco
Event Liability Insurance
Make Money By Taking Online Survey
Netquote Insurance Agents
Different Internet Make Money Ways
Rhino Video Games Jobs Yahoo Hotjobs
Fitch Rates Slm Student Loan Trust 2007 7 Business Wire Via Yahoo
Uaic
Based Business From Home Home Make Money Online Work
A Student Loan Consolidation Can Feel Like Instant Freedom Transworldnews Press
Aetna Rolls Out New Plan For Small Nyc Businesses
Video Game Moves For Xbox 360 And Ps2 Ps3 Games
Business Business Forumshere
Groups Organize Opposition To Community College Measure North County
Remodeled Walker Art Building Rivals 39 Any Major Metropolitan Art Bowdoin Orient
life insurance
Make Money At Home Easy Home Business
Financial Aid Resource Publications From The U S Department Of Education
Canada Make Money At Home
internet casino
State S Sales Tax Revenues Projected To Drop 285m Over Two Years
The Resource
Police Targeting Uninsured Cars The
online casino
cheap insurance
Business Idea Make Money Online Onlinedealsspotter
Campusprogress Org Crib Sheet Direct Loans
Texas Department Of Insurance Complaint Form
Miami Dade Plans Airport Bond Sale As Muni Yield Curve Steepens
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Spider Man 3 Video Game Subterranean Vignette Brightcove
Oklahoma City Anger Management Classes Coaching Seminars Home
Minister Comments On Cibc Student Loans
Home Internet Make Money Ways
West Los Angeles Anger Management Gaining Control Of Yourself
make money from the internet
Colorado Rethink Anger Management Program
The Juvenile Justice Crime Prevention Act Jjcpa Is Funding
The No Fault Insurance Rip Off The Motley Fool Via Yahoo
Make Big Money At Home
make money with no web site
Make Money Site Web Without
best online casino
Anger Management Directory Of California
Gamedev Net Game Jobs Find A Job In The Game Industry
Ebay In Make Money
News Minute Slow Business Growth Retail Sales Cruise Ship Aground
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Anger Management For Youth Stemming Aggression And Violence
Free Home Make Money Ways
Easy Ways To Make Money In Illinois
A M Best S Insurance Marketing And Advertising Summit Sets Final Speaker Line Up Business Wire Via Yahoo
Private Loan Consolidation Private Student Loan Private Education Loan Consolidation
College Loans Personal Student Loans Student Loans
Guaranteed Student Loan Guaranteed Student Loan Corporate Loans
Wii Video Game Previews Online Wii Game Previews New Wii
The Complete Glossary Of Insurance Coverage
Quit Smoking Laser Preparation
Safeauto Insurance Expands Westward Into Missouri Pr Newswire Via Yahoo
make money online
casino slot
online casino review
Rbi Norms May Spell Bad News For Icici Sbi
Brendan S Student Loans
Student Loan Servicing
New Guardian And Qualcare Agreement Gives Small And Midsize Business Owners Greater Access To New Jersey Healthcare Pr New
Online Internet Jobs Make Money
Quit Smoking The Easy Way A New And Smarter Com Books
Workshops
Earn Make Money Money Online Online Ways
Flood Insurance
The Insurance Supermarket Home Page
Cash Easy Kid Make Money Ways
Swiss Life To Sell Banca Del Gottardo To Bsi
Betrayed By His Chiefs Deputy Might Quit Board Guernsey Press And
Casino Make Money Online Own
Credit Easy Make Money Online
Wives Of Presidential Candidates Discuss Health Care At Cancer
Download This
Quiz Horoscope Flash Games Poems
Email Marketing Laws
Private Student Loan Consolidation From Sallie Mae
How Kid Can Make Money
Easy Free Make Money Online Quick
Loan Program Expanded For Trades North Thompson Star
online casino
Acs Student Loans Loan Consolidation Gocollege Com
You Can Quit Smoking Tips For The First Week
Why The F Word Is Costing Us All Money
make money quick
Us Weekly Jobless Claims Fall 13 000 To 317 000 Vs 326 000 Expected
Student Loans Advanced Education And Employment Government
Employers Direct Insurance Company California S Workers
Best Internet Make Money Ways
X Box Game Cheat Codes Cheat Solitare Game Sentinel Game Cheater
Healthcare Professionals Using Myadhd Com Tools For Diagnosis
Loans Decision Already Putting Students Off Guernsey Press And
Take Free Online Survey Make Money
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Make Some Fast Money
Low Cost Life Insurance At Sbli Information And Quotes
Cheat Codes Free Games Game Forums And More Propeller
Familyiq Anger Management Class Course Anger Management Program
Make Big Money Online
Home Internet Make Money Online
Travel Insurance
Tom Wilson Counseling Center S Online Classes For Missouri
Mousebreaker Free Online Flash Games Juegos Gratis
Adult Make Money Site Web
Industrial Alliance Third Quarter Profit Up 8 Pct
Business From Home Make Make Money Money Online Online Onlinedealsspotter
Cash Earn Fast Make Money
Make Money Site Using Web
make money with no web site
Latest Cycling News
Financial Strain Of Higher Ed The Tribune Democrat
Consumer Smarts For Better Or Worse Have The Money Talk Seattle Post Intelligencer
Q A Post Secondary Education Toronto
Ubisoft Ubisoft Unveils Imagine Video Game Series For Girls
Lower Valley Weekly Calendar El Paso
Auto Insurance Quotes
Erie Insurance
Easy Legal Make Money Ways
Quit Smoking 10 Steps To Non Smoking Hypnosis Downloads Com
Make Easy Money Runescape
Assurant Health Official Site
A Driver S License By Any Other Name
Marine Insurance Houseboat Insurance And Yacht Insurance By
online insurance
Business From Home Home Make Money Online Work
R News Goes Trick Or Treating R
Make Extra Money Online Monthly
Accessgroup Org Graduate Education Calculators Financial
Car Insurance
Protect The Roof Over Your Head With Mortgage Cover
Top Family Rated Video Games X Box
Travel Insurance
Business Insurance
Student Loan Payoff Days Left
Financial Aid Direct Student Loans
internet casino
Car Insurance
Adsense Find Google Make Money
Aim Create Make Money More Own Ready Specialize Specialty Writing
life insurance
Samsung Life Insurance Selects Ilog Brms For Its Advanced Insurance Fraud Detection System Pr Newswire Via Yahoo
Latest Video Game News Covering Xbox Playstation 2 And Gamecube
Help For Smokers Ideas To Help You Quit
Studentloanhelper Com
casino gambling
Ebgames Com Buy Scarface Ps2
Make Easy Money From Home
Public Service Fields Offer Loan Incentives Orlando Sentinel
Make Money Creating Web Site
Manage Your Anger A Curriculum For Children
make money quick
Compare Cheap Auto Insurance Quotes Alloptions Com
Anger Management For Kids Instant Anger Release Method Learning Disabilities
Information Fair Aimed At Future Educators Nwanews
casino game
casino slot
Travel Insurance Insuremytrip Com
Help For Smokers Seeking Out A Quit Smoking Laser Therapy Clinic In Their Area
Allied World 3q Earnings Fall Quarterly Dividend Raised 20
Easy Internet Make Money
Anger Coach Corporate Stress Management Training
best online casino
Insurance Quotes
Mobile Phone Insurance For Pay As You Go Phones From
Video Game Design School Game Design And Digital
South Carolina Student Loans And Student Financial Aid
Anger Management Training Georgia Atlanta Augusta
online casino review
Home Make Money Online Ways
Make Money Quick Scheme
insurance company
New York Life Insurance Fortune 500 2006 Cnnmoney
Travel Insurance
Business Business Forumshere
Indiana Farm Bureau Insurance Welcome To Your Online Insurance Resource
Jazz Wednesday Update Hart S Car Damaged By Delivery Truck During Practice The Salt Lake
Deductibles Let Insurers Off The Hook
Run Your Finances With Bad Credit Student Loans
free casino game
In Pictures Seven Easy To Start Businesses
Survival Guides Household Insurance
Forumshere
Anger Management Assessment Tool
Anger Management Online Online Anger Management Class Counseling
Foti Sues Insurers Over Storm Payouts New Orleans Times
free casino game
Car Insurance
Family Anger Management Skills For Parents And Children
Renters Insurance
Ways To Make Money In Runescape
Nextstudent Encourages Recent Graduates To Start Off Student Loan Repayment By Consolidating Marketwire Via Yahoo
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Make Money From Your Web Page
