Archives for May 2009

The Direct Marketing Voice 5-27-2009

May 27th, 2009 | by admin

Auto dealer Brown Daub sees traffic from locally targeted e-mail

via www.dmnews.com Advertising locally is key for bricks-and-mortar businesses, and for Pennsylvania-based auto dealer Brown Daub, targeting consumers via geotargeted e-mail is key to selling cars. Last month the auto dealer sent out an e-mail to promote a Memorial Day tent sale and saw an 11% click-through rate.

Direct mail campaign re-introducing thousands to fishing

via www.thetowntalk.com Louisiana is one of 32 states participating in the direct mail marketing program coordinated by the Recreational Boating and Fishing Foundation (RBFF). Now in its second year, the program is designed to generate awareness of local conservation efforts and increase fishing license sales. In 2008, the direct mail program resulted in 20,903 fishing licenses and permits in Louisiana. Based on these results, the Louisiana direct mail program has contributed more than $179,302 (net program revenue plus estimated dollars from the Sport Fish Restoration Program) in funding for fish and wildlife management efforts.

The Direct Marketing Voice Links 5-26-2009

May 26th, 2009 | by admin

Health insurers sending more acquisition mail

via www.dmnews.com Acquisition direct mail to individuals and coming from health insurers increased by 18% between April 2008 and March 2009, according to market intelligence firm Mintel Comperemedia.

Show Me “Paint the Fence”

via www.bloodhoundrealty.com I have my salespeople take the extra 120 seconds to visit a new prospect’s website as they enter data into our CRM system. When I find records with just a name and email address, I get pissed. When you take the extra time to dig for granular data on a contact, you’re in essence learning more of their story in the process. Did my prospect give me a fake phone number (easy to learn if the the phone number on their website is different than the one they gave you!)? How polished of a prospect am I talking to (ie: how nice is their site?)? Does my prospect have an area of specialization that I ought to know about? You get the idea. While you’re at it, go ahead and populate their physical address. Why? Because if you get into this habit today, you won’t have an excuse to hold off on conducting a timely and profitable direct mail campaign down the road because you need to “clean your data up”.

Direct Media Trends 2003-2008 from the DMA

via aimintegratedmarketing.com According to recent Forrester research, more than 80% of direct marketers expect digital channels including email, online advertising, search and mobile to increase in effectiveness over the coming years. As a result, by 2011, less than 3% of respondents expect to decrease spending in these channels. This is being driven by the increasing measurability of these channels which is also being fueled by the current recession. The shift away from mass media advertising to direct, addressable channels continues to accelerate.

The Direct Marketing Voice Links 5-22-2009

May 22nd, 2009 | by admin

Hosting an Online Open House

via thedirectmarketingvoice.com I came across a real estate web site this week started by a Vancouver Realtor®, Kye Grace. Kye is using new technologies to show his personality and to create a dialog with his existing customer base and potential clients.

Using Print Ads to Bolster Your e Business

via www.pencilinkfactory.com Print Ads Get the Customer’s Attention In the electronic age in which we live, your customers have adjusted to receiving the majority of their “junk mail” via the Internet. With the growth of electronic advertising, many businesses have cast away their direct mail efforts. Direct mail advertising is still very much so alive and well, though. In fact, there is a large percentage of the buying public who still prefer the more personalized feel of direct mail.

Using Integrated Direct Marketing Strategies: Good to Combine Direct Mail, Email, Telemarketing & Cell Phone Ads

via corporate-marketing-branding.suite101.com “The integrated direct marketing process reminds us to contact customers and prospects on their terms, not ours. Customers want to be treated like individuals, not averages. With the right data, customer relationships can still be one-to-one without being face-to-face,” US-based direct marketing and customer relations firm, Ernan Roman Direct Marketing, quotes J. Michael Lawrie, U.S. Vice President and Area General Manager IBM Corporation, as emphasizing the importance of integrated marketing strategies.

The Direct Marketing Voice Links 5-21-2009

May 21st, 2009 | by admin

Direct Mail Diva: Does it Pay to Advertise in a Down Economy?

via directmaildiva.blogspot.com Does it really pay to advertise during a recession? Historical data says yes, but times and perceptions change, so what do TODAY’S consumers think? “More than 48% of U.S. adults believe that a lack of advertising by a retail store, bank or auto dealership during a recession indicates the business must be struggling.”

Donor Power Blog: 10 ways to get direct mail wrong

via www.donorpowerblog.com There are a lot of ways direct mail acquisition can go wrong, and a lot of them are self-inflicted. Jerry Huntsinger outlines some of the more dangerous ways we hurt our acquisition efforts in FundRaising Success magazine: 10 Temptations to Avoid in Acquisition Packages.

Email Marketing is the Cinderalla of digital

via econsultancy.com 1. Only send useful content: The key word in email marketing is, ‘relevancy’. Your subscribers will only open and read your emails if the content you send them is relevant and has some value to them. For example, think about where they are in the buying cycle and only send content that is useful for them at that stage. If you don’t think it’s relevant content then don’t send it! 2. Segment for success : In order to personalise your emails, you need to be able to segment your subscriber base. In order to do this you will need to gather information about your subscribers. Do this as early on in the relationship with (soon after sign-up ideally) and keep asking. Remember though, if someone is going to give you their personal information – where they live for example – then you had better keep it private and use it!