RULE #31
Automation is the key to getting postal discounts and getting your mail delivered.
The bar code drives the delivery of mail – not the actual address on the direct mail piece. Make sure you work with professionals who use quality control steps to check bar code readability and accuracy prior to imaging your mail pieces. If a percentage of the bar codes are incorrect, the post office will consider 100% of your mail non-automated. You'll be charged a significant up-charge on your postage and see much slower delivery of your mail.
RULE #32
Drive 3rd screen response with an urgent offer.
Decision makers are busy people. To get them to read and respond to your mobile email marketing, you need to give them an urgent reason to do so. For instance, if you’re offering a webinar, try the words “Filling Fast” in your subject line. If the webinar is on a topic that truly interests them, you’ve just increased your odds they will act quickly.
RULE #33
Keep the important stuff visible in "preview."
If you are like most people, you have a PC and you view emails in the preview pane. Keep in mind how most recipients will see your email, and state your offer up front to drive higher response.
