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Many people enjoy swapping stories of disasters, but the “saves” are so much more common. Mailing professionals often catch errors on a proof, suggest a redesign that saves handling or postage, fix mistakes on printed pieces with creative ingenuity and maybe some stickers, notice that the list is wrong, catch a huge [...] Target Marketing Magazine included some great tips and considerations for creative planning as a part of suggestions for campaign planning meetings. We want to help you think about these as you plan your Direct Marketing. The Offer Remember, an offer can be a full-price product with special value. Why was it created? Target Marketing Magazine published a great article a couple of years ago about how readers eyes move around a mail piece. We all do this so many times without thinking. A hot spot is where your eye goes first when you look at a postcard, outer envelope, catalog spread, direct mail letter, space ad or even [...] We have posted a few articles about branding and why it is so important in marketing. We thought it might be helpful to suggest some ideas to help you refine and define your brand. What is a brand? the outside view of the company, product or service. Andrea Syverson suggested some ideas in Target Marketing Magazine to get you started in your thinking about how to differentiate your brand. We like to cheer for the underdogs, they try harder. These “underdogs” seem more comfortable in their own brand skins. They are original. They are daring. They are independent thinkers. What about your brand? I [...] Direct mail and direct marketing are all about results and return. Hopefully finding all these formulas in one place is helpful. Response Percent = (responses / mail quantity) X 100 Raw Cost Per Response = cost per package / response rate Break Even Response Rate = cost per package / cost per response Average Order = [...] This subject line, “Study: E-mail open and click-through rates up in Q4” from BtoB Magazine has us wondering, is this irrational exuberance? They seem to be ecstatic about open rates of emails being up in the fourth-quarter of last year to 22%, up from 20.9% in the fourth quarter of 2008. The study also found [...] |
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