Wondering how far we've come in our marketing theories? How about what's important today versus what was important 30 years ago? Not that far really!

1. OLD "SCHOOL"
NEW "SCHOOL"
It is more cost
effective to use bulk
rate than first class
postage.
It is more cost
effective to use email
than direct mail
Teaser copy on the
outer envelope always
increases response.
A two-color letterhead
is better than only one
color
Interesting content is
a requirement.
Interesting content +
graphic/picture is
better than just
content.
Your headline/subject
line is always
responsible for
increased response.
COMPARING 1980'S DIRECT MAIL SUCCESS*
TO 2016 ONLINE SUCCESS
The best direct mail
package always
contains (in addition to
an outer envelope with
teaser copy all over it
and a two-color sales
letter), a four-color
brochure, a business
reply envelope and a
printed order card.
The best email always
contains a valid
promise/offer, a link
or link(s) to your
landing page, a call-
to-action (CTA),
personalized to
reader and an opt-out
or unsubscribe link
#1
#2
#3
#4
*The Gary Halbert Letter -9/1/1986
VS