BizSugar.com › Direct Marketing › How 20 Words Generate a 220% Lift in Response

Although there are some key differences between direct mail and e-mail, sometimes old direct mail tricks can work wonders in the relatively new e-mail channel. Case in point: in a recent test I did with a client, we added a Johnson Box to its e-mail control. It generated a 220 percent lift in response rate! Here's a brief overview of the results, along with some tips for making a Johnson Box work for you.