To get the most bang out of your advertising buck, direct-marketing consultant Dan Kennedy advises, use one or more of these ways to...

Mail advertisers often wonder what a mailing package should contain besides a sales letter, and a reply device and envelope. For example,...

Use dynamic photos/illustrations Graphics boost results only when they help tell a story that engages your sales prospect. Your logotype,...

Refreshingly, copy consultant Susanna K. Hutcheson admits that she has made a ton of mistakes in her long career. She hopes that her...

Mal Warwick, the widely respected Berkeley-based expert on mail fundraising, provides seven pointers on “who, what, where, when, and why...

Fundraising specialists Kay Lautman and Fran Jacobowitz offer these informed tips on direct-mail fundraising: Envelopes Plain-Jane...

Legendary marketer Clayton Makepeace writes to reveal seven elements he and his clients credit with sparking millions of dollars in...

Graphics Handsome is as handsome does in direct mail. A direct mailing is more engineering than art. It is a set of cues that signal the...

Once you have developed a compelling offer and determined which lists to use, you can lift response to your mailing package—as much as...

Most donors give money to a number of causes. That is why—to keep looming large on its contributors’ radar screens—a wise nonprofit...

Over the course of a long and remarkably successful career, Chicago direct-mail giant Bob Stone collected a trustworthy database on...

Dean Rieck, a nationally respected direct-marketing consultant, writing in DM News, pinpointed five common ways mail advertisers shoot...

Devices like peel-and-stick icons engage the reader in your advertising Most advertisements—on television, in newspaper or magazine...

Most serious direct mailers do a series of tests to determine the optimal response rate based on the list, offer and creative strategy....

Make your mailing personal The first thing your recipient sees is his name on your envelope. So, Richard Siedlecki advises, type or print...

Mal Warwick, the widely-esteemed fundraiser, suggests that productive fundraising mailers usually involve five steps: Written concept...

To maximize impact for your headlines and subheads, writes author and copy consultant Robert Boduch, keep these five facts in mind when...

Direct mail can generate higher trackable returns on investment than any other advertising medium. Yet, year after year, a few...

Donations are harder and harder to come by these days. So it is high time for you to examine your appeal letters to see if they are aimed...

“Involvement,” writes direct-marketing ace Lee Marc Stein, is to plunge your sales prospect into a situation from which withdrawal is...