Email marketing is a big deal these days. And, while traditional direct mail marketing still has a place, the ability to engage with online consumers on an ongoing basis, through permission marketing (when they opt in to receive your email messages) represents great value to your organization. If, that is, you can keep them engaged. Continue reading “Why You’re Losing Email Subscribers”
Category: Direct Marketing
How Will We Use Email in 2015
As smartphones have become increasingly common and many—particularly the millennial generation—have turned to texting as their go-to method of communication, some have questioned the future of email as a means of communication in both personal and professional settings.
I was asked recently by a reporter what I felt the future of email is and, particularly, how we are likely to use email in 2015. Will email go away? Will it remain relevant? These are very much the same questions that have been asked of other forms of communication: Will email replace “snail mail”? Will online chat replace phone calls? “Yes” and “yes” in some cases.
Generally, though, rather than reflecting a potential replacement, these new methodologies create new options and opportunities. Continue reading “How Will We Use Email in 2015”
10 Copywriting Tips to Generate Results!
I’m a copywriter from way back and, although, my life has taken a number of twists and turns since my old copywriting days, writing has been a passion of mine for many, many years and I don’t see that changing anytime soon. The thing is, much of what I learned as a professional copywriter holds true regardless of the type of writing I do: whether I’m writing a brochure, copy for a newspaper ad, a script for a radio announcement or a page or blog for a web site, there are some tried and true techniques that can be used to boost the odds that the copy will get the results I’m looking for.
Following are some tips I’ve gathered and used over the years — can you add to the list? Continue reading “10 Copywriting Tips to Generate Results!”
The Myths of Email Marketing
A few years ago, driven by my curiosity about the state of traditional direct mail marketing vs. online, or email, marketing I proposed an update to a book I had written on direct marketing a number of years ago. My publisher agreed and I had the opportunity to do some research on Direct Mail in the Digital Age. As I suspected when I proposed the project Continue reading “The Myths of Email Marketing”
The Big Benefits of Traditional Direct Mail
Despite the fact that the United States Postal Service (USPS) is struggling and about to cut back on their delivery, there are some (including me) that believe that traditional direct mail still holds benefits for both marketers and consumers. In an increasingly cluttered email environment, after all, marketers will be challenged to come up with new ways to “capture eyeballs.” Traditional direct mail may hold some opportunities for a number of reasons: Continue reading “The Big Benefits of Traditional Direct Mail”
The Reports of the Death of Direct Mail Are Greatly Exaggerated
A couple of years ago I proposed a book update to one of my publishers. I had written a book on direct mail marketing back in 1992 and, obviously, things have changed quite a bit since then. Not surprisingly, as I began my research, I discovered that the direct mail landscape had changed quite a big to accommodate–and capitalize on–new media. I found that my personal belief that traditional direct mail might be seeing somewhat of a resurgence was right on. Effective marketers were beginning to seize upon the ability to communicate in a less-cluttered space. For example: Continue reading “The Reports of the Death of Direct Mail Are Greatly Exaggerated”
Are You Listening to — and Learning From — Your Web and Social Media Analytics?
I spent my first 10 years in the field of direct marketing which, at that time, was very measurable compared to other forms of advertising. Today, online marketing allows marketers to gather even better and more immediate results on how they’re doing. Surprisingly, though, (at least to me) there are still a number of organizations–large and small–that are not using analytics to evaluate how they are doing in terms of connecting with, engaging and influencing their target audiences. And, in some cases, they are not acting on the information they attain.
Continue reading “Are You Listening to — and Learning From — Your Web and Social Media Analytics?”
Markets Can’t Really Tell Us How They’re Influenced
I’m a proponent of marketing research and the use of data to drive business decisions at every level and in every aspect of organizational performance. I recognize, though, that sometimes the predictive value of research can be questionable and that it can be most useful to evaluate actual behaviors to support future decisions.
Advertising efforts are a good example of this. Continue reading “Markets Can’t Really Tell Us How They’re Influenced”
Are You Losing Online Sales Because of a Clumsy Ordering Process?
Sometimes I think the most simple thing that we can do as businesspeople and marketers is to “put ourselves in the shoes” – literally – of our prospects and customers. Are we making it easy to buy? Or are we setting up unintentional barriers, however “slight,” that may interfere with – or obliterate – the purchasing process?
In retail settings this might mean products organized in ways that make it difficult for consumers to find what they’re looking for. It may mean limited – or non-existent – parking. It may mean long lines at the check-out counter or disinterested (even grumpy) service staff.
Online it may mean much of the same – the ability to quickly find what we’re looking for is important. Parking isn’t an issue, but the check-out process certainly is.
Have you taken a critical look at Continue reading “Are You Losing Online Sales Because of a Clumsy Ordering Process?”
Ramp Up Your Email Marketing Effectiveness
I did an interview recently with a reporter who was looking for tips on email marketing effectiveness. Whenever I do this type of thing, or write bout email or Internet marketing, or even *think* about email or Internet marketing, I’m always struck with how very much the *same* online marketing is to traditional marketing. The tools may be different. The reach may be different. But the bottom line, by and large, is that the techniques Continue reading “Ramp Up Your Email Marketing Effectiveness”