Use Print to Boost Your Online Presence

E-mail marketing. Web site development. Search engine optimization. Banner ads. Social networking. This creates the impression that print is irrelevant, but in fact, the opposite is true. Don’t let the ubiquity of Internet data fool you. Print has power, including the power to drive online activity. One of the most effective ways to build an online presence is to use print.

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Project Highlight: On-Demand, Personalized Membership Kits Reduce Costs and Time to Market

The Challenge:HADASSAH, the Women’s Zionist Organization of America, is a volunteer women’s organization located in New York City. When HADASSAH was ready to increase their membership marketing efforts for its centennial celebration, they knew they would need a more automated, streamlined way to handle membership sign-ups without sacrificing their high quality standards.

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Email Marketing Messages: Same as Direct Mail?

By Al Bredenberg | Founder of

I’ve written a lot of direct mail copy, but I find that when I’m working with email I need to do some things differently.

Every piece of written communication has a “sound” or tone. Most direct mail letters are written with a “hard-sell” style — pound away at the offer, the benefits, the call-to-action.  And in direct mail, that style works.  Not so in email marketing.  People feel differently about their email boxes than their post office boxes. The email inbox is much, much more a personal space.  So the approach in your email marketing communications has to be more personal, friendly, low-key.

As with direct mail, you should focus on the recipient rather than yourself — use the words “you,” “your” and “yours” frequently.  But avoid over-use of such words as “free,” “save” and “money,” — and stay away completely from such hype-tinged words as “fantastic,” “unbelievable,” “first-ever,” “indispensable” — you get the picture.

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Direct Mail on the Rise in 2011

Analysis from the marketing consulting firm Winterberry Group, entitled Outlook 2011 What to Expect in Direct & Digital Marketing, shows a positive outlook for direct channels in 2011.
Spending on direct mail is expected to increase 5.8% in 2011, to $47 billion dollars.

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