The Golden Rule of Direct Mail Advertising
The law of reciprocity, better known as the golden rule, is a core behavioral principle found in nearly every human culture throughout the world.
One should treat others as one would wish to be treated oneself.
As marketing professionals, we constantly seek to interact with prospects and customers in meaningful ways. Marketing is about effective communication. It’s about connecting.
So, it only makes sense that we should apply this universally-accepted “golden rule” to our direct mail campaigns (and other channels) too.
Sell to others as you would wish to be sold to yourself.
The modern consumer demands value, convenience, and a positive result from their purchase. And, they want to feel good about how and why they do business as well.
Use the list of favorable and unfavorable marketing conditions below to improve your direct mail marketing and connect with customers — in all the right ways.
Generally Favorable Conditions:
- Personalized communications
- Relevant offers and information
- Timely messaging
- Added value
- Enhancement to existing product and/or service
- Loyalty rewards or earned benefits
- Multiple offer redemption methods
- Single step offers or promotions
- Positive global or local community impact
- Instantaneous customer support
Generally Unfavorable Conditions
- Irrelevant offers and information
- Unwanted solicitation
- Non-personalized communications
- Cold calls
- Spam emails
- Difficult, singular offer redemption method
- Multi-step offers or promotions
- Over-use of contact information
- Intrusive use of personal information
- Negative global or local community impact
- Delayed customer support
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