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The quality of the copywriting is another factor that determines the success of a direct mail campaign. "It is a learned art, " observed Spaulding. "Not everyone is good at it—although, strangely, almost everyone thinks that they are. We do offer dealers assistance in creating or editing copy."
According to Weinzierl, "The two most effective words in direct mail copy are 'free' and 'new.' Also, it is statistically proven that adding a premium, such as a pen, adds dimension and creates interest that will double response rates."
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