Re: ONLINE ADS>> Direct mail postcards

Donna Dolezal Zelzer (djz_at_efn.org)
Sat, 7 Jun 1997 09:52:22 -0700

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At 11:14 PM -0700 6/6/97, Al Bredenberg made this statement of rare insight:
> Lynn McCausland <lynn_at_moneyclub.com> wrote:
>
> >What are your experiences with direct mail postcards for getting people to
> >visit web sites? I've worked with my direct mail house before - just not
> >for web sites.

>
> The success of any direct mail campaign rests on three legs: offer, list
> and creative. Besides these three, format of the mail piece can play a
> critical role, depending on the promotion.
>

Isn't format of the mail peice part of the creative?

Also, in order of priority of importance (which Al may not have been
doing), I've always seen them listed as
list
offer
creative

This makes sense to me. If you're mailing to the right people you'll get
some response no matter what your offer or creative (but make a better
offer and have great creative to draw attention to it and you'll get even
better response!), but the best offer and most compelling creative won't do
much good if sent to people who just aren't interested in what you're
selling.

Donna

---------------------
Donna Dolezal Zelzer <djz_at_efn.org>
The Online Birth Center (pregnancy, birth, midwifery, breastfeeding)
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