Topics: Personalized Marketing, Direct Mail
Publication: The New York Times
Date: January 25, 2010
Colleges are using direct mail to increase applicant pools.
RICHMOND, Va. — Over the last few years, the tiny College of Saint Rose in Albany has seen applications increase at least 25 percent annually, minority admissions rise and its standing in the U.S. News and World Report rankings climb more than 20 rungs.
Its secret? Lifting a page from the marketing playbook of credit card companies.
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.
Topics: Direct mail, personalized URLS
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.
Topics: Direct mail marketing
Publication: The Wall Street Journal
Date: January 12, 2010
Despite Prevalence of Digital Media, Entrepreneurs Find Old Fashioned Direct Mailings Still Key to Winning Customers
Looking to cut costs amid the recession, Alicia Settle initially thought it would be a good idea to eliminate her company’s annual direct mailing.
Spending about $20,000 on the personally signed letters, which offered customers a discount on early orders, seemed indulgent for Per Annum Inc., which sells city diaries, albums, and planners in the struggling corporate gift market. But after swapping snail mail for email last year, Ms. Settle saw a 25% drop in early orders compared with the same period the previous year.
Marketing specialists are not short on tips for boosting direct mail response rates. A quick online search turns up such ideas as effective copywriting, targeted or one-to-one marketing, data mining, list management and so on. While these are valuable ideas, marketers tend to give short shrift to the physical aspects of the printed piece itself. One especially underutilized technique is the
Beyond Name Personalization: Tactics That Can Work for You in 2010
If you look around you, personalization is everywhere. It’s in your e-mail inbox. It’s your name on a catalog. It’s the customized coupons printed on your grocery store receipt. But what makes personalization actually work? This is a critical question for marketers, especially if they are going to put that personalization into print.
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?