Huh? Is your e-mail advertising confusing?

E-mail advertising has always been a simple and economical way to advertise. And now that economies all over the world are in the tank, there’s more incentive than ever to use e-mail to sell products and services.

But simple and cheap doesn’t always translate into “successful.” Sometimes I receive an e-mail that makes me say, “Huh?”confusing email

This recently happened when I received the e-mail ad pictured to the right.

First, I can’t read the copy. Maybe that makes me unsophisticated, but sorry, I don’t speak or read French.

Second, what exactly does “Air Email” mean? It appears to be the name of the company but, huh? Is this supposed to be like Air Mail? That used to mean mail transported by plane, signifying that it was delivered fast. Today Air Mail is a trademark of the United States Postal Service and refers to international mail.

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What AC/DC can teach you about advertising

They’ve been recording and touring for 35 years. And in all that time they’ve remained an icon of anti-innovation. AC/DC began their career playing three-chord rock songs and they’re still playing three-chord rock songs. Almost nothing has changed.

Has it hurt them? Well, when the band recently released its new album, Black Ice, it went straight to the top of the Billboard charts, selling 784,000 copies in the first week. So I’d say no. Their lack of innovation seems to be working quite nicely, thank you.

We live in a time of endless, often mindless, change. DVDs killed VHS, and now your DVDs face their own mortality. You thought you’d caught up when you got that tiny little cell phone, now big Blackberries with keyboards are the rage. The GPS is cool, but the maps were out of date the moment you got into your car.

Everywhere you turn, something is changing and that out-of-breath feeling you used to get now and then is with you every day. And all you want is to find something that’s stable and familiar.

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See how people sort your direct mail

I’ve pointed out previously that while you might spend days, even weeks, crafting a direct mail message, recipients will spend just seconds deciding whether it’s worth their attention.

Here’s a video from Pitney Bowes illustrating this simple idea.

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Snap Pack Facts: An interview with Ted Grigg

Whether you call then snap “packs” or snap “paks” or snap “pacs,” this little direct mail format has worked wonders for businesses of all kinds.

aarp snap packThe photo shows a fairly typical snap pack: outer envelope that opens with one or more perforated strips, inserts, and order form. It’s really just a direct mail package that looks official.

While writing a column on this snap pack for DM News recently, I chatted with Ted Grigg about the snap pack format and thought it was so interesting that I decided to do a formal interview and share his know-how with you.

By way of introduction, Ted is the owner of DMCG, LLC, a direct marketing consultancy based in Dallas, Texas. Ted is what you might call a one-man “think tank” for direct marketing. If you’re not reading his blog, start. You’ll learn something with every post.

Ted is one of the smartest guys in direct marketing and was there when the snap pack burst onto the scene.

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