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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 [...] I’ve been reading a lot about “inbound marketing” these days. You’ve heard the term too, I’m sure. It’s been embraced by social media practitioners who like to call it a new approach to marketing. Inbound marketing, they say, is an indirect form of marketing in which your prospects take the action of contacting you about your product [...] 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 [...] 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 [...] For 10 years, I taught a direct marketing course at Bentley College in Waltham, MA. It was a one-night-a-week course for business and marketing professionals who wanted to learn more about creating successful direct marketing programs. As a way to kick off each new semester, I would always ask the class [...] There are some people in my business who will never use the “j” word. And they won’t tolerate others using it either. For them, it’s the ultimate insult for the work we do. I think we all understand that for most of the population, junk mail is just another way of [...] Let’s be clear right up front: all mailing lists are dirty. Some are just dirtier than others. By dirty, I mean bad names, bad addresses – non-deliverable mail. When you rent a mailing list, most list owners will only guarantee 92-95% deliverability. Put another way, you may see 5-8% non-deliverables – which, [...] Twenty-some-odd years ago, an unknown data entry person working for an unknown company somewhere in this great land of ours mis-typed my name into a database as “Bobo McCarthy.” I am assuming it was an accident. Hey, mistakes happen. But with mailing lists, those mistakes have a way of sticking around. For years, [...] Do you remember the old “Sports Illustrated” television commercials? They were always fun to watch – with great video clips and photographs packed into 60- or 90-second spot. And they always offered some type of free gift – a sports blooper video, a football phone or some other premium – if you called [...] One of the cornerstones of direct marketing – whether you’re using direct mail, advertising or email – is testing. By measuring and comparing results from key elements of your program, you will be on the road to producing your most effective marketing. Here are three points to remember on testing. First, understand that direct [...] |
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