It's been a hell of a couple years.

Supply chain issues... political nonsense... inflation worries... not to mention a never-ending pandemic.  

It's no wonder a lot of companies are tightening their belts and bringing some marketing work in-house. After all, it’s cost-effective, it gives you total control, and you know exactly how and where your money is being spent.

 But…

In our continuing analysis of direct mail control packages, we attempt to zero in on exactly what makes a control — a control.

What are readers attracted to?
What interests them about it?
Why do they read it?
Why do they respond to it?

Some controls are so good that they’ve bested all challengers to date. And they remain the undisputed control — sometimes for years. These are known in the industry as “Grand Controls.” You may have received some in your own mailbox. They show up every so often and you know you’ve seen them before. Chances are, you’ll keep seeing them until you respond — or a new control package beats it.

But the baffling thing is...

Your control.
The unique marketing juggernaut that delivers consistent results, more sales, and higher revenue time and time again.

In other words, it's one of the highest-performing campaigns you've produced to date.

That's precisely why...

According to MarketingSherpa, 76% of consumers say they trust promotions they receive in the mail.

Another recent survey (State of Direct Mail Consumer Insights from LOB) states that 50% of consumers aged 34-54 who receive direct mail from a brand think it feels more important than receiving an email.

And SmallBizTrends.com reports that 70% of consumers say direct mail is more personal than online interactions.

So what’s going on here?

Why’s direct getting all the love lately?

The short answer…

A recent report (the State of Direct Mail Consumer Insights, produced by Lob and Comperemedia) shows why direct mail remains a powerful and important part of any successful marketing plan. 

Paper costs are soaring… printing costs more… postage just went up… but insurance marketers continue to rely on direct mail for the results they need. In fact, consumers saw a slew of direct mail in Q4 2022. Here's one reason why...

Did you ever notice...

The most successful direct response campaigns have something in common —

Specifics.

I was first introduced to this idea while on a call with the great Herschell Gordon Lewis. During the discussion, he simply said — “…specifics sell.”

And the beauty of this concept is that it applies to direct mail... email... display ads... websites... landing pages... etc.

Be personal. Be relevant. Be specific.

If you write in generalities, if you write in broad strokes, if you pen mere platitudes, your copy will not only

So you have a killer direct mail control package. Well done. It's getting some results... it's been working for years... it's a control, after all.

But here's the thing. You can always improve your control. 

Whether little by little through split testing or head-to-head with a brand new creative execution, you should always put your control to the test. And if a new control unseats your original... it's time to do it again.

Read on to learn how to build a package that can bust your control.

Henry David Thoreau said we need to "simplify" over 150 years ago...

And it's still just as true today.

Especially in the world of direct mail design.

Because direct mail design, much like digital design, has been changing over the years.

There is a long-standing debate in direct mail —

Long detailed copy? Or short, quick-hitting copy?

What’s the best? Most effective? Most responsive?