Direct Mail Marketing

Why Direct Mail Control Packages Fatigue

Headshot of Gary Hennerberg
By Gary Hennerberg

Almost every direct mail control package will fatigue at some point. The question is simply this: why? Today, I offer my insight and perspective about why winning packages slowly fatigue, and how you can get ahead of the inevitable downward curve.

To understand why a direct mail control — that package you’ve invested time and money that’s now tested and wins above all others — fatigues, it’s first helpful to understand why it worked in the first place.

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Headshot of Gary Hennerberg

Gary Hennerberg

Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, 'Crack the Customer Mind Code.' He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.

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