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Articles by Marcus Johnson

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outer envelope

What Should Your Outer Envelope Say?

Posted April 22, 2020 by in Creative

You probably know the expression “the eyes are the window to the soul.” It’s much the same with direct mail: the outer envelope (OE)—with or without a window—gives insight into the inner contents. The OE is a blank slate for your direct mail package, and has the potential to telegraph what someone will find inside.  […]

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Avoid These Three Direct Mail Bad Habits in 2020

Posted March 4, 2020 by in Creative

I’ve built a shiny metaphorical bandwagon, and I’m inviting you all to jump on and help me improve the quality and effectiveness of creative direct mail writing in 2020. At the same time, we’re going to—once and for all, I hope, although I know better—say a final farewell to a few nagging direct mail bad habits.

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Woman at home checking her mail

Reading vs. Scanning: Sidebars Can Engage Any Kind of Mail Recipient

Posted August 20, 2019 by in Strategy and Analysis

Are you a reader or a scanner? The world is full of both. That matters to those of us who include direct mail and direct response advertising as part of our marketing mix. If we don’t create direct mail designs that account for both of those information intake preferences, we risk losing a big chunk of our audience and their potential to respond.

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Play by the 3:33 Rule for Direct Mail Success

Posted July 2, 2019 by in Strategy and Analysis

You just launched a big direct mail acquisition campaign. Close to a million pieces are fanning out to carefully segmented audiences in areas where your research indicates high concentrations of verified prospects. Will it be a hit or a miss? Grab a stopwatch (or your mobile phone with its many timing apps) and let’s consider.  […]

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Four Questions to Ask Before Using Humor in Marketing

Posted April 9, 2019 by in Creative

Is using humor a good tactic—or strategy—for selling your product with direct marketing? Depends. That’s a good place to start. It depends on the product. If you were creating a direct marketing campaign for Depends Adult Incontinence products, humor might not be your strongest approach, a) because a certain sensitivity is called for in this category and b) it’s off brand. A humorous campaign for Huggies diapers? Different story.

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7 Easy Ways to Make Marketing Copy More Engaging – IWCO Direct

7 Ways to Make Your Marketing Copy More Engaging

Posted January 30, 2019 by in Creative

Do you still believe the tired platitude that everyone hates direct mail? Hate, tolerate, or love it, direct mail gets results. And it’s become a key, if not essential, part of the mix for any smart marketing strategy. But let’s concede that there may be a grain of truth to that old chestnut [...]

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John Ashe Named CEO of IWCO DirectRead More
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