Recently, a client sent us results of a focus group they had conducted, results that included an evaluation of direct mail concepts we’re developing for one of their products. As part of the research, the client interviewed a number of small business decision-makers and asked for their opinions of the various direct mail formats and [...]
October 7, 2010 – 12:55 pm
On Focus.com, Adam asks: ““What percentage success rate do people (expect from) direct mail campaigns? We (get) 7% response rate when marketing to existing customers and 2% to new customers.” My response: It’s a cop out, I know, but there is no right answer to this question or to its popular friend: “What’s a good [...]
September 16, 2010 – 11:14 am
I wrote recently in this space about the resurgence of direct mail as a viable outbound component to an integrated demand generation strategy. Most of that resurgence is due to the benefits of using direct mail on its own merits, but there’s another factor: the greatly diminished effectiveness of rented email lists. When the list [...]
By Howard Sewell
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Also posted in B2B Marketing, Campaign Strategy, direct marketing, E-mail, email marketing, lead generation, Lists
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Tagged B2B Marketing, Direct Mail, direct marketing, email lists, email marketing, list rental
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August 17, 2010 – 6:41 pm
Pop Quiz! Direct Mail is: a) more expensive than email b) quaintly old-fashioned c) regaining popularity in B2B circles d) often overlooked as an effective way to reach customers and prospects. Answer: (e) all of the above. Yet many B2B marketers continue to be allergic to the idea of using direct mail, simply because it [...]
By Howard Sewell
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Also posted in B2B Marketing, Database Marketing, Demand Generation, Dimensional Mail, direct marketing, Installed Base Marketing, Lead Management, Lead Nurturing
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Tagged b2b demand generation, b2b lead generation, B2B Marketing, Direct Mail, direct marketing, direct marketing best practices, Lead Nurturing
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February 10, 2010 – 8:36 pm
Marketing pundits have been proclaiming that direct mail is making a comeback ever since I first cut my teeth in direct marketing back in the late 80s. I can only report that whereas the heady days of mail are long gone, far more B2B clients are utilizing direct mail today compared to say, five years [...]
Howard J. Sewell is president of Spear Marketing Group and a B2B marketing veteran with more than two decades' experience in direct marketing, demand generation, and lead management.
