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 […]

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 […]

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 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 […]

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 […]

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 […]

So you thought Facebook was free

If your business has relied on Facebook to communicate with your customers and prospects, this article in Duct Tape Marketing should be a must read for you

What it says is what we’ve all known about Facebook for the past few years – except it’s much worse from a marketer’s standpoint.

It has been common […]

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 […]

How to measure Lead Quality

You hear a lot about lead quality these days. That’s encouraging news.

It used to be that when you talked about sales leads, the focus was always on lead quantity – getting more leads. High response rates always seem to rule the day.

But at some point, marketers began to realize lead quantity isn’t enough.

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