“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...
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...
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...
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...
Last week I was interviewed by BtoB Magazine for an article, “Webinars: Are They Worth It?” that appeared online today. The article contains some valuable insights on where Webinars fit in today’s B2B demand generation mix, and is definitely worth a read. As always,...
A client asks: “Now that we have our marketing automation system in place, is it really necessary to use registration forms in our lead nurturing (follow-up) campaigns? After all, we already know who these people are, correct? If we offer them direct access to the...
