Direct Marketing Articles

01. WHY DIRECT MAIL IS THE BEST MARKETING SURVIVAL STRATEGY FOR A RECESSIONARY ECONOMY
Don’t underestimate the power of direct mail when creating a marketing survival plan for the current economy. Direct mail may seem like old hat when compared to the hype of email, online and search marketing. Every media channel has its place in your media mix, but don’t overlook the long-standing, and resurgent benefits of direct mail. Direct mail offers powerful advantages—precise targeting, comprehensive market coverage, a wide variety of formats, long shelf life and reliable measurement. (click here for full article)

 

02. GOOD TELEMARKETING
The National Do-Not-Call Registry has been in force for a year. Tens of thousands of companies have made adjustments to comply. In a do-not-call world, how does an enterprise make pleasant and productive telephone contact with prospects and customers? A company can use segmentation, modeling and individualization to differentiate subgroups among those most likely to buy, as well as to craft offers and scripts that are of particular interest to each group. Marketers can also circumvent cold calling by using direct mail or e-mail to get consumers to call them. Who companies are allowed to call affects how they should call, specifically their offers, scripts and sales goals. Six keys to successful calling are presented: 1. Have a good reason for calling. 2. Construct a great offer. 3. Introduce the company/ offer before calling. 4. Empower reps to engage in meaningful dialogue. 5. Call the right person with the right offer. 6. Use the golden rule. (click here for full article)

 

03. HOW APPENDING DATA CAN IMPROVE YOUR DIRECT MAIL RESULTS
Direct mail campaigns are only as good as the data they are powered by. When you’re trying to stretch your marketing dollars and improve your results, high quality data can make all the difference. Here are 10 ways you can save money and increase your sales and profits by using high quality data: (click here for full article)

 

04. DESPITE PREVALENCE OF DIGITAL MEDIA, ENTREPRENEURS FIND OLD FASHIONED DRECT MAILINGS STILL KEY TO WINNING CUSTOMERS
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.(click here for full article)