insights.
Looking to decrease your direct mail investment and improve revenue at the same time? Here are nine ways to reach your ROI goals.
ROI (Return on Investment) is a function of cost and revenue generated. Any change in either one impacts your ROI. It is possible to utilize direct mail to its fullest potential, and decrease the amount you are investing in the medium, while increasing response and purchase rates.
In my experience, the biggest challenge to achieving the nine points above is not having a plan. Without a plan, marketers shoot from the hip and hope they get it right. And while that works occasionally, if you want something that controls cost and works consistently, start with a plan. Your CMO, CFO and the entire company will thank you.
about 2 days ago - No comments
Sending prospects or customers emails is relatively cheap, easy, and speedy. So it’s no wonder more than 89.2% of marketing managers say email remains as important or more important in their overall marketing strategy compared to two years ago, according to an EmailVision study. What’s surprising though is most marketers are not personalizing their email More >
about 1 week ago - No comments
To err is human. For the Federal Reserve to err when printing 1.1 billion in redesigned $100 bills led to $110 billion in unusable dollars, which is the equivalent to a tenth of the worldwide U.S. currency. Of course these botch bills can be destroyed over the course of many years, but they still cost More >
about 3 weeks ago - No comments
Airport security guards are warned not to violate civil rights by profiling passengers. Human Resource recruiters are under watch by the EEOC so they don’t racially profile candidates. And police officers are under constant watchdog scrutiny to prevent future criminal, predictive, or racial profiling. However, Chief Marketing Officers are one of the few professionals who More >
about 1 month ago - No comments
Today reality isn’t always wysiwyg (what you see is what you get). We have reality, virtual reality, alternate reality, digital reality and now augmented reality. This great new tool may be on the way to helping marketers get their clients to experience a new level of reality and help drive engagement and hopefully revenue Augmented More >
about 1 month ago - No comments
**This is a re-post from Mail Print’s early days of blogging. Our readership has grown quite a bit since then, so I wanted to resurrect an early post. Enjoy! Using the recipient’s name is an easy way to make your direct mail and email marketing relevant to the recipient, but I am often asked, “How do I More >
about 1 month ago - No comments
The Land of the Giants was a 1970 television show about a space ship that gets lost passing through a strange cloud and lands on an alternate Earth-type planet where the inhabitants are 12 times the size of its passengers. The show tapped the common conflict between the underdog and the giants (or corporate goliaths) More >
about 2 months ago - No comments
In the 1988 baseball movie Bull Durham, Crash (Kevin Costner) mentors Nuke (Tim Robbins) about what clichés to recite to the media after a big win. Though not the brightest bull in the pin, Nuke, executes beautifully upon pitching his first no-run win in the majors by saying, “I’m just happy to make a contribution More >
about 2 months ago - No comments
If we’ve learned anything in the past few years, it’s to give away information to nurture relationships. E-books, whitepapers, and reports have become a standard carrot on blog and website menus. Any successful company has a content-rich digital presence with a highly trafficked download area that is quietly capturing and developing relationships with customers who More >
about 2 months ago - No comments
While quantum physics deals with discrete, indivisible units of energy called quanta, marketing programs deal with concrete, divisible units of measurements called metrics. It’s a rabbit hole all folks in marketing need to know how to go down to pull out what they need. No organization can continue to spend on a marketing effort without More >
about 3 months ago - 1 comment
Want to start the New Year with a spike in business, web traffic, or sales? You can unequivocally without fail by mailing postcards. Do it now by following some simple guidelines and you can generate all the sales leads you want. In today’s high tech world where social media campaigns and multi-channel campaigns that sometimes More >
about 1 year ago
If I may add one additional tip. As the old adage goes … first impressions are everything. This is also the case with any direct mail effort. You have to be different – be remarkable and set the tone. However 99% of the campaigns that go out are sent via presort. The first impression is to be just like everyone, not remarkable.
What’s your reaction when you receive a piece of mail with a stamp – a real cool one, on it. Or imagine if I may step way out of bounds … hand addressed.
about 1 year ago
Great point Clay. Going cheap on the creative execution can lead to lackluster ROIs. It is important to test different versions, sizes, mail classes and addressing (even high-quality addressing Vs. ink jet Vs. hand addressing.) It has been proven time and time again that more significant, bulky pieces can produce some of the highest B2B direct mail ROI’s. Being different always has its advantages. Thanks for chiming in with great ideas.