Tension's Direct Mail Basics White Paper Series

Getting Started with Direct Mail

Whether you are new to the industry or need a refresher, this white paper will walk you through the basics of direct mail. Upon finishing, you will have learned how to get started, who the players are and what steps are needed to complete a successful direct mailing.

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Planning Your Direct Mail Integrated Campaigns

Great marketing campaigns don't just happen - they require a coordinated effort across departments and partners. Download Tension’s “A Guide for Planning Your Direct Mail and Integrated Campaigns,” complete with checklists, tools and data, to help you plan your next direct mail and integrated campaign.

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Get to Know the USPS

Direct mail’s 40-40-20 Rule tells us that the success of a direct mail campaign is based 40% on the right offer, 40% on the right audience, and 20% on good creative. How does the USPS^® fit in? Download Tension’s "Get to Know the USPS" white paper and learn about key USPS products, programs and players that can drive your strategy and help your campaign succeed.

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Creating Your Offer

We know from direct mail’s 40-40-20 rule that the success (or failure) of a direct mail campaign is based 40% on making the right offer, 40% on targeting the right audience, and 20% on your creative. Learn how to make the most of your offer with this white paper from Tension.

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Targeting and Lists

Are you confident in your ability to find the best audience for your offer? A good mailing list can make the different between the success or failure of your direct mail campaign, and picking the right one involves knowledge of the players, options and elements. Download Tension's "Direct Mail Basics: Targeting and Lists" to learn what’s available, how lists are compiled and key questions to ask your list provider.

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Testing Your Mailpiece

Determining the likes and dislikes of your audience doesn't require a crystal ball. When done correctly, testing can highlight the elements of your mailpiece that work...and those that don’t. Download Tension's "Direct Mail Basics: Testing Your Mailpiece" for helpful direct mail testing tips.

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Choosing Your Format

You’ve created a dynamic offer and identified your mailing list. Now it’s time to design a head turning mailpiece. With so many printing options, selecting the right ones may seem overwhelming. Download Tension’s white paper, “Direct Mail Basics: Choosing Your Format” to learn more about the most frequently used formats, the advantages of the “solo” envelope and different self-mailers.

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Creating an Appealing Mailpiece

Direct mail is tactile, an undeniable advantage over digital. In this white paper, "Creating an Appealing Mailpiece," we cover what the research says about haptics, or the perception of an object by touch, and how to attract and keep customer attention using best practices in copywriting and design. There are basic principles that govern how readers see and absorb information - learn how to use them to your advantage.

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