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 [...]
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 [...]
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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Posted in B2B Marketing, Campaign Strategy, Direct Mail, direct marketing, E-mail, email marketing, lead generation, Lists
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Also tagged B2B Marketing, Direct Mail, 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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Posted in B2B Marketing, Database Marketing, Demand Generation, Dimensional Mail, Direct Mail, direct marketing, Installed Base Marketing, Lead Management, Lead Nurturing
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Also tagged b2b demand generation, b2b lead generation, B2B Marketing, Direct Mail, direct marketing best practices, Lead Nurturing
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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.
