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 Lead nurturing has a gotten a lot of attention in recent years. Lead generation has been around forever, but with the advent of email marketing and lead tracking systems, more and more sales and marketing departments are now also focused on lead nurturing. Lead nurturing is a wonderful idea. It’s hard to understand why it hasn’t been [...] For years, the reply card was an absolute must for any direct mail package to succeed. But now with the availability of 800 numbers, faxes, email and landing pages, some marketers have decided skip the reply card altogether. “We have enough response options,” they argue. “We no longer need a reply card?” Is this smart? Is the reply [...] Predicting response rates is tricky business and not usually a good idea. First, it’s too easy to be wrong. Second, it doesn’t mean very much. Getting a high response rate is only good if it comes along with a decent conversion rate. (Topic for another day.) Yet many new clients and prospective clients are more than a [...] “Back End” Email vs. “Front End” Email
When we talk to new prospects about email marketing, too often we start off talking about two very different things. The confusion revolves around the difference between back-end email and front-end email – and the differences are significant. Put simply, back-end email is email to your House List. Front-end email is [...] See the big picture of lead generation It is so easy to get locked into the one or two things you do the most or do the best. For us, it’s direct mail and email. We spend a lot of time creating direct mail campaigns for lead generation and email campaigns for lead nurturing. And that’s okay. But what we also try [...] So you are looking over some potential mailing lists – all subscription lists from trade journals your audience reads – and you come to the following conclusion: “The better lists will be those created from paid subscriptions if only because the people on those lists made a commitment to buy the publication and are therefore [...] I am a big proponent of direct marketing with close measurement of the results. Are you? |
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