Is a direct mail postcard enough?

The direct mail postcard is hot right now.

Check your mailbox and notice how many business mailings are postcards.

Ask anyone who is considering direct mail, and their first thought is almost always to use a postcard.

Do a Google search and see how many postcard companies are out there.

Large, small or in between, […]

The real difference between outbound and inbound marketing

Lead generation can be so frustrating.

First, you want a campaign that will produce a high volume of leads at the lowest possible cost.

But that’s not enough. You also want those leads to be qualified – meaning they have real potential for becoming a customer.

So you adjust your campaign to focus on lead […]

Knowing your direct mail break even point - FREE download

It goes without saying that before you begin to use direct mail, you need to know your numbers – specifically, the direct mail break even point.

For all the attention you want to give to list selection, format choice and creative approaches, you need to know:

your gross profit margin – how much you […]

Direct Mail Testing. Remove all the guesswork

Many marketers like to go with their gut – and sometimes it works out.

When it doesn’t (and that’s pretty often), they simply dismiss the marketing tactic as something that “doesn’t work for us.”

What they don’t understand or acknowledge is the enormous gray area that exists between what works and what doesn’t work for […]

Never feel bad about "cold calling"

Never feel bad about “cold calling”

Cold calling used to be part of every sales person’s repertoire.

At some companies and for some sales people, it still is.

But for the larger population, cold calling has taken a back seat to other lead generation tactics – everything from direct mail and email to paid […]

Where should you put your Call to Action?

Advertising and marketing programs are supposed to generate results – measurable results.

Too often, we forget that.

Too often, we are led down the path of brand building and product awareness. We are seduced by creative ads, clever headlines and eye-grabbing graphics.

And when we do, our results – and the strategies we use to […]

How to create a direct mail test matrix

Testing is the path to success in direct mail.

Generally, testing involves just two elements – testing one item against another … such as two different mailing lists, or two offers, or two formats or two messages or two of anything else.

This is known as an A/B split test.

You select the two items […]

List Research: Using SIC codes to find business lists

Exhibit 1

When you research business lists for direct mail or email, you usually start with the SIC code.

SIC, which stands for Standard Industrial Classification, is the universal coding structure for all businesses and organizations in the United States.

(A newer, more comprehensive directory called the North American Industrial Classification System (NAICS) is […]

DIY - Do It Yourself Direct Mail

For companies that want to keep some or all of their direct mail in-house

One of the most appealing aspects of direct mail is that you can mail any quantity at any time – all by yourself.

The direct marketing industry may seem to be dominated by large mailers that send out millions of pieces […]

Direct Mail vs. Google Adwords (PPC)

On the surface, Direct Mail vs. Google Adwords seems like an odd comparison.

To be sure, these are two very different types of marketing programs. Direct mail is traditional offline marketing. Google Adwords is the cornerstone of online marketing.

Apples to oranges, right?

But they are also very similar.

Both are very accessible to small […]