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By: Morgan Witt
As marketers, we are all looking to reach “nirvana”: targeting the right person with the right message at the right time. It’s the clear path to driving conversion rates that exceed expectations. The days of blasting promotion messages to all—or, at the very least, many—are dead and gone. The conversation has changed. We must put ourselves in the customers’ shoes and target them individually as best we can through data-driven strategies. What’s more, this concept is no longer just a myth or impossible to put into practice. The fact is that excuses such as bandwidth, budgets, and lack of data access are just that—weak explanations. There are ways to quickly and effectively harnessing customer and prospect information you most likely already have.
Here are five ways to do so, in rapid fashion.
Posted on 17th August 2011 Read more
The direct mail envelope is both the easiest and hardest part of every direct mail package.
It’s easy in that there’s just not that much space to fill with copy or design. But it’s hard in that there’s so much riding on what you say or don’t say. The envelope plays a huge role in determining whether your direct mail package gets opened or trashed.
Before I give you some envelope tips, let’s get one thing straight.
You should not expect an envelope to sell your product. You should not use it to show off your design skills. Its job is not to entertain or amuse. You are not required to cover it with clever copy or concepts.
Aside from holding together the contents until delivered, an envelope has only one job: to get opened!.
By Dean Rieck
Posted on 04th July 2011 Read more
Put simply, list segmentation targets your communications and increases the relevancy of your messages—resulting in higher open and click-through rates, enhanced customer loyalty, and increased sales. In email marketing, the more relevant your campaign is, the better the response and the greater the conversions.
by Georgia Christian
Posted on 21st June 2011 Read more
Scott Williams, customer insights manager, Virgin Money told the packed house at ADMA Data Day 2011, Luna Park’s Crystal Ballroom yesterday his key query: So what? Why do you want to know?
Posted on 23rd May 2011 Read more
Sales letters are powerful selling tools. They give you a simple, direct way to generate sales leads and orders. But for many businesspeople, they present a daunting writing challenge and a host of questions to consider. How do you start a letter? When should you present your offer? How long should the letter be? I’ve been writing successful direct mail, including sales letters, for many years. And I’ve learned that writing a letter is like building a house. You must go step by step and put every element in the right place. Here are 10 tips for building your own successful sales letter.
Posted on 13th April 2011 Read more
By Karen Talvera
DIRECT Online
Posted on 17th December 2010 Read more
By Cheryl Hayman
Posted on 26th October 2010 Read more
According to Michael Durie, marketing consultant at Australia Post, direct mail has seen better days, but is due to have a slight increase in 2011/2012.
“It has a very healthy future. It is a very different future from the one predicted ten years ago”, Durie said. “In the printed environment, our channel is not doing so bad”.
The direct mail volume has diminished - the YOY spend for 2010 is - 2% from the previous year - yet Durie forsees new technologies and tactics will see it make a comeback. The focus on personalisation is optimal ground for direct mail to flourish, in addition to the multichannel mix (that is, integration with emails, social media, online advertising).
In his presentation, Durie outlined the following four reasons why direct mail can thrive in the social media age.
1. What is old can be new again - too much email spam is deadening the impact of the medium as a marketing channel, and direct mail has “rested” long enough to be considered new again.
2. Mail may be old but it’s wise - there are previous lessons that can be learnt from the medium and its implementation, unlike social media which is in its guinea pig phase.
3. Each channel has its strengths, marketers need to play to them - direct mail is tangible and can touch each of the five senses. “People like to get stuff they can pick up and sample as an experience of the brand”, Durie said.
4. In some markets, online remains small potatoes - “Old habits die hard”, Durie said, with some customers not warming to the email channel. Durie added that use and abuse of the email channels has seen its popularity and efficacy wane.
Posted on 28th September 2010
By Maria Ross
Posted on 31st August 2010 Read more
Hint - it starts with your best customers.
By Shannon Kavanaugh.
Posted on 28th June 2010 Read more
Each of the Direct Marketing Tips have been published in AML's List Report, a free email bulletin that you can subscribe to by clicking here.