Archive for April, 2006

Afrequent question: what kind of response rate should I expect from my mailing? The answer can vary as widely as the product/service being offered and the target audience receiving the mailing. Here are some general guidelines:

Years ago, direct mail writer Frank Johnson popularized the concept of putting critical selling information in the upper right of the letter. This is usually “white space” under the bank logo and to the right of the address block.

Studies show the reader’s eyes first go to see their name; so “while they’re there,” you can communicate a key consumer benefit by using words floating in the space or actually put them inside a little box.

There are two approaches to using this space. The first focuses on the prime consumer benefit. Think about your product/service and all its features. Then translate them into the consumer benefits, and select the most important to highlight in this space.