Thursday, September 9, 2010

Integrating Direct Mail and Online Marketing

Direct mail can be effectively used to drive traffic to your website and support online marketing.

Many internet shoppers' purchasing decisions are influenced by direct mail.

The key to making this work for you is to provide an incentive for the reader to visit your website. Use a promotional code to track results and consider offering a special bonus or discount. It is imperative that you provide a compelling reason for the reader to make the effort to go from reading your mail piece to the web.

Make sure the url is clear and easy to both read and understand. A specialized landing page is also a good idea for this integrated campaign.

For more tips, read Mark Haslan's complete article at Overnight Prints.

Wednesday, August 11, 2010

Tips to Make Your Direct Mail Piece Work

Philip W. Sawyer of Advertising Age recently did an article titled, "Why Print Advertising Isn't Working."

From this article we can take some tips to enhance the performance of your direct mail piece.

- Don't overwhelm the reader with multiple images. Use a single compelling image to grab their attention and put your copy below. Keep it clean and easy to read.

- Don't use multiple fonts and sizes except for your phone number and website, you want these to stand out.

- Use concise and easy to read headlines and copy. Most importantly, Mr. Sawyer states "Making a good, cogent argument for the product or service is what transforms the interested bystander into a committed shopper and advocate."

- As we've stated here many times before, the focus should be on the benefits your product or service provides. The reader needs to know, "What's in it for me?"
Any effective ad will address this question and the reader will know they now have to heed your call to action.

For more tips, read the full article here.

Tuesday, June 29, 2010

Tips for Effective E-mail Marketing

E-mail can be an effective component of your marketing campaign, however you can't rely on it in and of itself.

There are many factors to consider when using e-mail marketing:
-Only use opt-in addresses.
-Include your address and an opt-out option.
-Hide the other recipients' addresses and don't send to more than 49 addresses at once to avoid spam blocking software.
-Don't abuse the list and send e-mails too often.

For more helpful tips, read the full article from The Courier News here.

Tuesday, April 6, 2010

Double Your ROI with Direct Mail

According to Ralph Coker, a small business counselor with SCORE, direct mail has many advantages over e-mail marketing.

The cost of direct mail averages about $1 per piece but yields a return of approximately $11.69 according to DMA statistics.
Whereas non-direct mail has a return of approximately $5.24.

Companies that have eliminated direct mail have experienced negative feedback from customers and 25% drop in orders.

Some other interesting findings:
85% of women aged 25-44 read the direct mail they receive
72% of all adults reply to "buy one get one free" offers
63% reply to other discount offers

For more information, read the article here .

Friday, February 26, 2010

Social Networking vs. Direct Mail

Much has been written lately about social networking, and despite its growing popularity, direct mail remains an effective means to reaching your target audience.

In a recent survey conducted by Blue Point Venture Marketing over 50% of respondents said direct mail was still an effective tool for branding and awareness. Only 19% felt social networking was important to their marketing.

As has always been true, seasoned marketers do not rely on just one marketing component. A productive campaign involves a combination of various elements.

For more information read the artice here .

Tuesday, February 23, 2010

Marketing During Tough Times

When times are tough you may be inclined to cut back on your marketing.

However, according to Business West, the smart marketers continue to send their message. This is the time to differentiate yourself from the competition.

New marketing methods such as social networking can allow you to maintain your presence while keeping your costs down.

This is the time to re-evaluate your marketing campaigns and again focus on your target market.

For more tips read the article here .