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 […]
As many of you know, I have a long history in direct mail. I began as a direct mail copywriter in 1980 and have been at it ever since.
But I would be the first to tell you that direct mail is not the solution for every business or every situation.
Direct mail is but […]
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.
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 […]
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 […]
By now, we’re all at least somewhat familiar with the term SEO or Search Engine Optimization.
But ask anyone what SEO means to them and you’re bound to hear different answers.
For some, SEO is a series of strategies designed to get your web pages to appear on the first page of Google or the […]
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:
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 […]
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 […]
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 […]