How to get the most mileage out of premiums. A bulky premium that your customers can feel will get your envelope opened. If you’re premium isn’t bulky, a teaser along the lines of “Your FREE item is inside” is effective.
Use heavy stock for your paper order forms. A substantial stock, such as card stock, always outpulls flimsier paper.
Use a separate order form. A separate order form will outpull a coupon contained within your brochure or email. Smart marketers always use all three. If a separate order form is used, another pass-along order can be made from the coupon in your brochure.
Use 2 colors of ink on paper and email order forms. Two colors of ink on white stock or white email backgrounds give you the opportunity to create an extremely professional looking order form.
Use colored stock for paper order forms. Colored stock with black ink distinguishes your order form from the rest of your package. It draws attention and increases sales.
Use high quality paper when printing your brochures and sales letters. Initial impressions are crucial. Make sure your documents and emails present the image you need to succeed.
How to find the best mailing lists. Contact 3 or 4 mailing list brokers. Ask them to recommend 10 lists for your product or service. Then compare the results. The list to test first are those recommended by more than one broker.
Cultivate duplicate names from different mailing lists. Most marketers run a merge/purge when buying multiple mailing lists to eliminate duplicate names. What a waste of an exceptional marketing opportunity! Buyers who show up on multiple lists have a proven buying history. Treat them like gold!
Use response mailing lists. List of people who have responded to a mail order offer or email offer are more profitable than compiled lists. Always find out what the customer responded to.
Offer multiple versions of the same product. Deluxe versions, full-featured models, basic features only models, and personalized versions are just four ways of getting extra mileage from the same basic product.