November
5
2010
Even though we build really awesome microsites and extremely creative campaigns (back pat, pat), all may be for naught if the list sucks.
“I don’t have a list,” is like death to a direct marketer. Nothing strikes fear into a marketing department faced with the very real need to introduce direct marketing into the mix. What to do? What to do?
Here’s our advice:
Build a list. Use cross media to turn an unkown into known. Fire up a viral microsite and promote it via FB, Twitter and LinkedIn. Put a banner on your homepage. Buy some clicks on Google. Before you know it you’re building an opt-in list you can use to prospect further.
Go to your customers. You already have this list. After working so hard to retain a customer don’t forget to nurture them. HINT: You can use the same microsite as above with variable copy that personalizes the campaign copy on a per customer basis. Let’s retain, up-sell and cross-sell people!
Buy a list. Oh, I know. It’s not pretty and might feel a little dirty, but effective. (Disclosure: Bought lists should be used only for direct mail and never, never email. Filter that list through a personalized microsite to weed out the bad apples and create a smaller, cleaner list for future engagement–follow up dm, email to opt-ins, social media, incentives an more. HINT#2: You can use the same microsite as above with variable copy personalizing the campaign for individual prospects.
That’s our advice. What’s yours?
October
11
2010
They say 80% of statistics are made up. However, that number might be off by a little. The truth is direct mail has a place in the today’s marketing mix. It is tangible.
Email is cheap. Websites are navigable. Direct mail is weighted. It stays on the coffee table for a couple of days, or in your cube. If it’s interesting it might stay longer.
An Internet-based marketing program driving people to buy is a thing of beauty, but we shouldn’t overlook the power of influence in buy-decision making processes. We also shouldn’t look past direct mail.
[VLG run direct marketing programs that use dimensional, personalized direct mail and personalized URLs to influence our customers prospects, customers and internal audiences--full disclosure.]
February
21
2009
Spam kills. As marketers, the Can Spam Act led to an uneasy feeling that too much, too fast and a lack of well-defined subscribers would render email campaigns impotent. Now that this piece of legislation is far removed there is light at the end of the tunnel. From 2005 to 2008 the trend favors email marketing.
According to a study by Epsilon, the numbers point to opportunities for those that utilize email campaigns. But there is a catch. Epsilon is a marketing services firm that sells email marketing campaigns to its customers. Oops. The excitement generated by the study should be taken with a grain of salt–a big grain of salt.
It is universally known, however, that when users opt-in to receive emails companies win unless you start loading inboxes with “helpful” information. Our rule of thumb is one email every 6-8 weeks. Email isn’t so bad. You only have one shot, so make it a good one.
