Author Archives: mgadmin
Who is measuring direct marketing KPI’s?
Over at Direct, Ken Magill lets email marketers know “Why the CMO Thinks You’re an Idiot,” taking the industry to task for failing to measure results. Magill bases his dim view of the field on findings from a recent Jupiter … Continue reading
Direct mail trends in 2007
No need to consult a crystal ball to find out what’s on the horizon for direct mail marketing. The Winterberry Group has interviewed hundreds of executives in the direct mail industry, including marketers, service providers and marketing technology providers, to … Continue reading
“Different” can make a big difference for direct mail offers
Every month you get a mailer from a home services business offering a 10 percent discount on window washing. The mailer comes, you recognize it, usually you toss it, but sometimes (if you’re planning on getting the windows done) you … Continue reading
Proposed postal rates for 2007 likely to change the shape of direct mail
The latest set of proposed changes to postal rates has been described as a revolution by direct mail industry experts. Rates would increase by an average of 8.5 percent across the board, with the new rates taking into account both … Continue reading
Our readers write: Direct mail frequency
The owner of a mid-size business in a regional market wrote in with this question about direct mail strategy for introducing a new product: “If you had a choice of mailing to several communities one time (possibly twice) as opposed … Continue reading
Using mailing list segments to tailor your offer
There’s no question that segmenting your mailing list can increase ROI. You can use segmenting to hone in on the recipients who best match your campaign criteria. Or you can use segmenting the way major catalogs retailers do: segmenting a … Continue reading
Email marketing tip: Turning “oops” into “wow!”
It’s every marketer’s nightmare: Email goes out about a special weekend event at your store, and a blizzard hits town Friday. Or your ISP suffers an outage and your website’s offline for much of the sale period. Or the email … Continue reading
Making the most of direct mail in the B2B sales cycle
While business-to-consumer (B2C) direct mail is often expected to generate immediate sales, business-to-business (B2B) direct mail is typically part of a longer and more complex sales cycle. In addition to generating new leads and repeat business, B2B direct mail can … Continue reading
Hot list: Cell phone subscribers
Direct marketers in the telecom and personal technology fields will want to check out Marigold’s current featured list, Wireless Pros: Wireless Cell Phone Subscribers. This data goldmine of more than 41 million names is the most comprehensive source of cellphone … Continue reading
Co-registration: Should you be making more from your opt-ins?
Whatever direct marketing techniques you’re using to bring people to your website, once they get there, chances are you ask them to opt in, sign up, or otherwise register to receive future communications from you. (In the past, we’ve discussed … Continue reading