In our continuing analysis of direct mail control packages, we attempt to zero in on exactly what makes a control — a control.
What are readers attracted to?
What interests them about it?
Why do they read it?
Why do they respond to it?
Some controls are so good that they’ve bested all challengers to date. And they remain the undisputed control — sometimes for years. These are known in the industry as “Grand Controls.” You may have received some in your own mailbox. They show up every so often and you know you’ve seen them before. Chances are, you’ll keep seeing them until you respond — or a new control package beats it.
But the baffling thing is...