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A new DM tactic I ran across today.

by Nathan Lewis
3 replies
I got a DM piece today with no return address on it. It REALLY sparked my curiosity and it survived the garbage test. Too bad for the mailer the copy was crap.

I don't do DM but I've always considered dabbling in it. Is this a new tactic or have people done this for a long time? I know John Carlton says the return address should look like it came from a person and not a company, but this is the first time I've ever gotten a DM piece with no return address.

Obviously this would be bad for weeding out bad addresses from a list but it was damn intriguing.

What do you guys think of this?
#ran #tactic #today
  • Profile picture of the author Memetics
    Zeigarnik effect. The DM will most likely be primed with various cues such as; type of font, capitalization, colours, adjectives etc and you should receive the "closure" within a week.
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    First we believe.....then we consider.

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  • Profile picture of the author Brent Jones
    I can't speak for the masses, but personally, if I receive mail without an identified company or return address, I toss it without reading it.
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  • Profile picture of the author AmericanMuscleTA
    It's nothing new.

    I just got lumpy mail a couple weeks ago without a return address and handwritten font for my address. The lumpy makes me want to open it, and on the inside was a pen imprinted with my contact info and company name.

    You could get away without a return address, just, like the envelope you got, be sure it makes your prospect curious enough to open (again, the one I got was lumpy, so I knew something was inside... and I wanted whatever was inside).
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    David Hunter | Duke of Marketing
    www.DukeOfMarketing.com
    www.BibleAndFriendsYouTube.com

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