Category Archives: direct marketing

Should I Remove Offer Content from My Website if It’s Part of a Campaign?

August 18, 2011 – 7:16 am

A client asks: “If we’re offering a white paper as part of an upcoming campaign, should we remove it from our Website for the duration, especially if it’s ungated?” As demand generation marketers, no matter how skillfully we construct a clear, unambiguous, unfettered path to our precious content, some prospects will still go out of [...]

By Howard Sewell | Also posted in B2B Marketing, Content marketing, Demand Generation, Landing Pages, lead generation | Tagged , , , , | Comments (0)

5 Creative Ways to Make Your White Paper Irresistible

June 28, 2011 – 8:43 am

“Always show an image of the offer.” It’s a rule I quote often, one repeated to me ad nauseum many years ago by an early mentor and long-time direct marketing veteran. The logic: whatever it is you want your reader to download, request, order, or register for, a visual image of that offer makes it [...]

By Howard Sewell | Also posted in Content marketing, Demand Generation, Inbound marketing, Landing Pages, White Paper Syndication, White Papers | Tagged , , , , , , | Comments (1)

Why Direct Mail & Focus Groups Don’t Mix

April 5, 2011 – 12:49 pm

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 [...]

By Howard Sewell | Also posted in B2B Marketing, Direct Mail, Market Research | Tagged , , , | Comments (7)

Calculating Statistical Significance: A Tool for Marketers

January 6, 2011 – 4:16 pm

A client asks: “For our next email campaign, we have 6,000 names available. Should we test 3,000 names first with two subject lines and then roll out the remaining 3,000 using the winning message? Or just send out all 6,000 and do an A/B test on the entire list?” My answer: Option B (send the [...]

By Howard Sewell | Also posted in B2B Marketing, email marketing | Tagged , , | Comments (1)

What Response Rate Should I Expect From My Campaign?

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 [...]

By Howard Sewell | Also posted in B2B Marketing, Campaign Measurement, Direct Mail, Lists | Tagged , , , , , | Comments (0)