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.
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:
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 […]
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 […]
We can always think of some reason not to do a particular marketing program.
“Not enough money” and “not enough time’ are the most common.
With Remarketing, those excuses won’t fly.
What is Remarketing?
Remarketing (also called Retargeting) is an advertising campaign designed to reach people who have previously visited your website.
Most people are […]
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 […]
I get calls occasionally from people who want to know what I charge for a sales lead.
For a while, I was confused by this … because, frankly, I didn’t have an answer for them.
I never know what it will cost to generate a lead for a particular client until after we’ve run some […]
Even if you have no experience or interest in Twitter, this technique could work for you.
Thanks to John Jantsch’s blog at Duct Tape Marketing, I discovered a new tool yesterday called DashThis.
It’s a marketing app that allows you to create your own dashboards using data from various marketing platforms like Google Analytics, […]