When was the last time you launched a direct marketing effort with the goal of generating a 0% response? (Nope, that’s not a typo. There is no digit missing in front of the zero. We’re talking zip. Zilch. Nada.) Believe it or not, zero can be the proverbial hero when trying to improve your ROI […]View Post
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Twenty-five years ago it was hard to move words around. If you wanted to publish anything you had to submit your work to a battery of editors, who hemmed and hawed over 1,000 other submissions before deciding whether yours was worthy enough. Now, almost anyone can have their 5,000-word shaggy dog story read by a […]View Post copywriting, Email Subjects, Marketing Copy, Meta Descriptions, Narrative Form, Preheaders, SEO, Web Crawlers
Digital reporting can give you information overload! How do you sift through all the available data to glean insights for your digital campaigns? Here’s a cheat sheet to assist in measuring your campaign success without getting lost in the data. Campaign Goals: As most digital campaigns are tied to other marketing programs (i.e., direct mail, […]View Post campaign, data, digital, Google Analytics, reporting, Tracking
As Robin Williams once said, “No matter what people tell you, words and ideas can change the world.” This sentiment is especially true in advertising. As any Creative Director will tell you: Every word matters when there is so little space and time to get a message across. And when advertising to Hispanics, one challenge […]View Post Advertising, Bilingual, Content, copy, copywriting, English, Spanish, Translate, Translating
It’s easy to see the importance of external communications in creating a potential client’s first impression; however, internal communications are just as important. Consistent and effective internal communication builds a highly organized and driven workforce and creates internal brand champions by connecting your employees to the brand they represent. Here are four ways you can […]View Post audience, brand, channel, corporate communications, corporate content, corporate values, internal communications
It seems like every month there’s a new story about Google releasing yet another algorithm update that alters search engine rankings. If you don’t follow Search Engine Optimization (SEO) closely, it can be especially confusing when you hear code words like Penguin and Panda, Pirate and Payday thrown out to describe any of these changes. […]View Post Algorithm update, Backlinks, Content, Google Adwords, Google+, SEO
1. Be a trendsetter, not a follower. Social media is continuously evolving and staying up-to-date is how your business can demonstrate that it is on the cutting edge. Not only is it important to stay at the forefront of social media, it is also very important to maintain your brand in the marketplace. Maintaining your […]View Post brand management, Content, Pin, Pinning, Pinterest, social media
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 campaign, data, metrics, numbers, reporting
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