Direct Mail and Those Pesky Millennials

For as a long as I can remember, marketers have turned themselves inside out trying to adapt to every new generation that comes along.

From the baby boomers (my team) to the x and y generations to the current group of 20- and 30-year-olds, the so-called millennials, understanding these generations is a priority for some […]

Landing Pages: Do you need a squeeze page or sales page – or both?

By now, you’re probably familiar with the concept of the landing page.

You run some type of marketing promotion – a paid search, online display ad, email or direct mail campaign – and you set up an online landing page to handle the response.

In the beginning, you might have sent people to your website, […]

Fulfillment Direct Mail: A Different Way to Look at (and Use) Direct Mai

For the longest time, direct mail has been used as a first-touch marketing channel – reaching out to prospects to generate sales leads, direct orders, memberships, subscriptions and donations.

The process typically involves:

renting or buying a mailing list, developing an offer that fits the objective, creating a mailer that persuades the prospect to […]

In Direct Response, All Roads Still Lead to the Offer

 

You’re about ready to kick off a new direct mail campaign and you are hoping for the best response ever. Look at your offer.

You’ve been running search ads on Google Adwords. You get plenty of clicks (sometimes expensive clicks), but your conversion of clicks-to-leads is very disappointing. Look at your offer.

You […]

My new-found appreciation for PURLs

PURLs (Personalized URLs), better known as personalized landing pages, have been around for many years.

When they first came out, I thought they were a gimmick – a new and interesting twist to the landing page that might generate additional response if only out of curiosity. But still a gimmick.

My reasoning: even if you […]

Account-Based Marketing and Direct Mail

Are you familiar with Account-Based Marketing?

It’s a hot new trend in marketing these days. It’s a marketing strategy designed primarily for B2B companies that sell into larger companies (defined any way you want).

It starts with the understanding that most of your business is going to come from a small group of businesses that […]

The Problem with Most Taglines

Today, I spent a good 10 minutes in my car following a National Grid truck on my way home from an appointment. It was a slow, stop-and-go ride through several back roads with no way to pass.

With each stop, I would come face to face with the National Grid logo – and its tagline:

[…]

How the Marketing Funnel brings order to your marketing plan

Are you familiar with the marketing funnel?

You may know it as the sales funnel or the lead funnel.

Whatever the name, I think it’s very useful graphic.

For me, it provides a good visual framework for individual marketing activities as they apply to your sales process.

Let me put it another way.

Not that […]

The 5 Levers of Direct Marketing

Direct marketing is a results-oriented business. Whenever you conduct a campaign, you track and measure results – and then you look for ways to improve on those results.

This ongoing adjustment and testing is what makes direct marketing so powerful.

You don’t have to wonder whether your campaign is working. You can measure campaign performance […]

9 Questions to ask about your Direct Mail Creative?

So you’ve been given the job of writing a new sales letter or direct mail postcard.

You gather all the information, outline your message and then you write … and rewrite … and rewrite … and then you polish.

Your mailer is ready. You’re happy with the way it reads and looks. You think […]