The Dizzying World of Letter Mail
Making sense of the many iterations of letter mailOn the surface, letter mail seems so simple and straightforward. You write a letter, put it in an envelope and mail. But getting your mail out the door isn’t the issue. It’s about getting response, getting leads or...
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,...
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...
Do you have the patience for content and inbound marketing?
There are many good reasons to embrace content and inbound marketing as a strategy for building website traffic and generating sales leads. Start with the continual flow of free traffic you get once your pages are indexed and ranked on Google. And how that traffic...
Fulfillment Direct Mail: A Different Way to Look at (and Use) Direct Mail
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,...
Direct Response Advertising on the Google Display Network
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...
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...
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...
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...
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...