Know Your Audience
Direct mail can be a great conversation starter for cross-media campaigns
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In addition to design, compelling copy will grab consumers' attention. Gould suggested using rhyme. "Not many people are doing it, so it stands out, and recall of rhyme is significantly higher," she said. (Tip: Be sure not to crowd too much copy and art into one piece.)
Glaser pointed out that people react more favorably to relevant and timely messages. "Name personalization should not be confused with relevancy. It will not get the job done by itself," he noted.
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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