As direct marketers, we’re on a constant quest for reliable intel to help make each new campaign more effective than the last. Response rates. Offer. Mailer format. Contact frequency. These are just a few of the many reporting elements we slice, dice and obsess over to try and move the proverbial needle. In search of […]View Post
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Even the best marketing creative geniuses need a roadmap to point them in the right direction. In order to develop the most effective marketing materials that are spot on for your audience, your creative team needs the proper direction. The starting point is providing them with a solid creative brief. Even when you think you […]View Post creative, creative brief, deliverables, timeline
As we all know, lists, targeting, segmentation, modeling, etc. are one of the most important components of a direct marketing program. Through years (OK, decades) of testing, I’ve come to realize that in nearly every client program there is a significant opportunity to improve results through the use of multiple data sources. The roots of […]View Post buyers, data, direct marketing, multi-source, results, strategy
The basic rule in business is that keeping customers is far less expensive than finding and cultivating new ones. While the burden of that isn’t wholly on Sales and Marketing, it is extra important to make sure your marketing communications are as engaging, personal and relevant as possible. Bring on the benefitsSurveys happen to be […]View Post customer loyalty, customer retention, customer satisfaction, interviews, marketing communications, surveys
This year’s DMA is coming up quickly, and will be held right here in San Diego—not far from Anderson HQ in Poway—October 25-30, at the San Diego Convention Center. Although the warmth of California’s summer is fading fast, the west coast venue is sure to be a relief for people flying in from less sunny […]View Post Anderson Direct & Digital, DMA, Tradeshow
If you’re lucky enough to have a strong control, in any medium, by all means keep using it. You may be tired of it—but as long as it delivers great results, don’t mess with a winner That doesn’t mean you shouldn’t challenge it. Test, test, test is the holy mantra of direct marketing and the […]View Post creative, creative testing, direct marketing, DM creative, insurance marketing
I’ve actively worked in direct marketing for more than 30 years, and never before has it been this easy to be a great marketer. The Internet now provides access to virtually unlimited free information on marketing best practices through blogs, webinars and more. Yet in spite of this pervasive availability of information on how to make […]View Post B2B, B2C, call to action, direct mail best practices, offer, prospect, testing
SXSW Follow-Up: Pondering the Perils of Social Media Analytics Like a fine meal, the redolence of South by Southwest lingers to this day. In particular, I’m thinking about a session called What Social Media Analytics Can’t Tell You, hosted by Alexandra Samuel from Vision Critical, Colby Flint from Discovery Communications, Jeremiah Owyang from Crowd Companies, […]View Post analytics, marketing channels, media, social media, SXSW
“In order to understand the big picture, everyone should fear becoming mentally clouded, and obsessed with one small section of truth.” -Xun Zi, 312–230 BC Successful DRTV direct marketers know you need to approach DRTV with a consideration of the totality of circumstances and factors. DRTV is usually a high-profile, high-stakes effort for clients. It […]View Post creative, direct marketers, DRTV, production, results, TV
It’s not an exaggeration to say the world is going digital. But does that mean direct mail—long the standard for highly focused, results-driven marketing—is no longer effective and relevant? On the contrary. In truth, printed direct mail has never been more effective. Not only is it the most targeted of all mediums, but according to […]View Post digital, direct mail, direct marketing association