There are certain questions that are sure to spark a lively conversation. Dogs or cats? Waffles or pancakes? Coca-Cola or Pepsi? Inside marketing circles, few questions stir as much discussion as the well-established debate over Email versus Direct Mail. Each…
I picked up this postcard at my son's school in Ridgefield, CT not too long ago. The postcard is produced by Newpond Farm in Redding, CT. I thought the mailer was quite interesting and effective for a couple of reasons:…
Team OlleyMay is pleased to announce our launch of a new niche service website for YMCAs across north America: www.yourYmarketers.com "We've have great success working with various Ys, helping them with membership growth and expanding their reach in their local communities,"…
Communicate your needs in advance and achieve low-cost, high-return print marketing.
The goal of direct mail is to attract attention. Color printing, glossy finishes, personalization – all are designed to help a printed piece stand out from the rest of the mail. To that end, there has been a growing trend toward “dimensional” mail.
How do you evaluate the success of your personalized printing campaigns? Response rates? That’s a good first measure, but it is a very limited measure of your marketing efforts. To properly evaluate the performance of your 1:1 campaigns, you should be using some or all of the following methods.
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.
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.
Are Your Marketing Campaigns Driving Results and
Are You Tracking Them All with Response Metrics?
When it comes to variable-content direct marketing, or any type of marketing, it’s all about measuring response. Is the approach working? If so, why? If not, why not? What can you learn from the response metrics to help you improve the campaign for next time?