Email Marketing Messages: Same as Direct Mail?

By Al Bredenberg | Founder of EmailResults.com

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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Small Biz Owners: Optimistic, Upping Ad Spend, Rely On Print

May 2011 — FedEx Office (formerly FedEx Kinko’s), an operating company of FedEx Corp., released the results of its fourth annual Signs of the Times national survey of small businesses.

The study finds that:

Small business owners optimism is growing — Six in ten (63%) small  business owners are confident in the long-term success of their business, compared to a little more than half (54%) in 2010.

Younger business owners are even more assured about the future – The vast majority of small business owners age 18-35 (85%) are confident in the long-term success of their business compared to other age groups (35-54 at 56%; 55 and above at 63%).

While many small business owners plan to reach existing and potential customers online and through social media, more than half (53%) will turn to more traditional channels like newsletters and direct mail

Tactics to Reach Potential and Existing Customers

%

Plan to increase communication via newsletters, direct mail, etc.

53%

Plan to create or improve company’s online presence (website,  banner ads, SEO)

52%

Plan to utilize social media and networking websites (e.g., Twitter,  Facebook, LinkedIn)

45%

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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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How to Use Direct Mail to Drive Targeted Website Traffic

Topics: Direct Mail
Publication: MarketingProfs
Date: August 3, 2010

If you want to drive traffic to your website, which media should you use?

Email delivers traffic quickly and at low cost, though open rates can be low. Social marketing shows great potential, but it takes effort to make it work. Then there are PPC, banner ads, and other online strategies, all of which deliver varying results.

But what about traditional direct mail?

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3 Ways to Get the Right Amount of Data on the Mailing

Topics: Direct mail, ROI
Publication: Target Marketing
Date: January 20, 2010

In the world of database marketing, there’s no such thing as too much data. However, on the mail piece, there certainly is—as prospects can suddenly turn unresponsive and uptight if they see too much familiarity in the mail piece.

“Within the context of a direct mail piece, the key to using data points is to not overdo it,” states Lisa Freeman , senior vice president of client strategy at Merkle. Here are a few tips to make sure you don’t leverage too much data.

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ROI takes wheel after downturn

Topics: Direct mail, personalized URLS
Publication: DMNews
Date: January 18, 2010

Following a punishing year for the US auto industry, car manufacturers are refining their marketing efforts to place more emphasis on reaching new and existing customers. The laser-targeted messaging often includes regional campaigns. The reason is simple: Despite smaller budgets, savvy car marketers know that in a challenging, competitive marketplace, they need to make marketing dollars go farther with precise messages.

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