How many times should I advertise?
Wednesday, June 23rd, 2010I’ve been thinking alot about this question, as some who are new to direct marketing have a hard time understanding the time-tested methods that result in positive return on investment. It might be a generational or technological culture of instant gratification that makes us want to see our first marketing campaign rake in the dough. [...]
Data, Data and Oh Yeah, More Data
Friday, May 7th, 2010In the midst of outlining strategy for a new marketing campaign and summarizing the metrics I need to track on said campaign, I happened across an interesting article on adage.com, “The Case for Less Data and More Vision.” Near the end of the article, the author, Jonathan Salem Baskin writes,
We need to stop embracing the [...]
Is Email Marketing The ROI King?
Friday, January 15th, 2010Ran across an interesting article in which a VP at Exact Target says that email marketing has the best ROI of any direct marketing method.
The article does make the point, rather subtly, that email has the best ROI when it’s done right. I would have made that more clear. Blasting out email for any address [...]
Driving Online Conversations
Wednesday, August 26th, 2009Eric Cosway talks about various techniques in using personalized direct mail to drive customers to a company’s online presence, including Facebook and Twitter, to engage them in an ongoing dialogue and track the results.
DMA 2009 and Optimizing Direct Mail
Monday, August 24th, 2009Eric Cosway, CMO of QuantumDigital, talks about this year’s DMA conference and optimizing direct mail.
Direct Marketing Video – Defining Long Term Customer Value
Tuesday, May 19th, 2009Here’s a useful video that outlines the importance of calculating your LTV. Once LTV is known, your marketing ROI calculations can work themselves out quite nicely.
The Direct Marketing Voice Links 4-20-2009
Monday, April 20th, 2009What Exactly is an ‘Opened’ Email?
via thedirectmarketingvoice.com Email marketers today are very concerned about their “open” rates, but what exactly is an “opened” email and how should marketers interpret the open rate? The “open” metric sounds like a very concrete measurement, but in reality it is not really “black and white.” The reason that [...]
Tracking Your Direct Mail Campaigns
Wednesday, February 4th, 2009One of the most difficult parts of creating a direct mail campaign is proving ROI and tracking results. Why? Well, because frankly it’ s more fun to focus on the creation of a piece than to focus on adding up results. There are many ways you can track a direct mail piece, from using a [...]