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Using Surveys To Improve Direct Marketing

Pre, mid and post marketing campaign surveys as a simple and cost efficient way to gather feedback from customers to make your message even more appealing, but they still need a reason to respond. You can conduct tests, give out coupons or incentives offers works wonders to get a reply. You can then cluster responses and analyzing the details to h alp you find the super users who can and are willing to provide you with additional insight into the core elements to your campaign. Then after all… Continue

Added by Howard Larson on May 28, 2009 at 12:24pm — No Comments

Direct Mail Formats long or short copy?

The trend today seems to be on short copy. Tri-fold self mailers, postcards, oversized postcards, one page sales letters with a simple business reply card work very well in a b2b direct mail attack for any lead generation program. Get in and in a few word make your point. Larson note: I am a long copy kind of guy who believes more in the headline than the length of copy. Draw them in and then make a convincing message. But both can and do work. Howard Larson Larson & Associates Tar… Continue

Added by Howard Larson on May 13, 2009 at 10:15am — No Comments

Oversized Postcards

In a recent poll a week or so ago the direct marketing association’s members 50% felt oversized postcards were not worth the cost. I disagree.

Personally I love oversized, oversized anything to me the biggest waste of money is not getting noticed. Larson note: Postcards,… Continue

Added by Howard Larson on February 20, 2009 at 11:30am — No Comments

Improving Your Direct Marketing Program

All direct marketing programs from the biggest to the smallest have three parts. A pre, a mid and a post. To get better results you should always be doing and getting feedback and keeping records of the results of what you find out to improve your program (or your next effort) as you move along. For example using contests, coupons or incentive offers might work wonders and be getting replies but unless you record the information do you know? If one kind of offer is working, why is it? Is it the… Continue

Added by Howard Larson on February 18, 2009 at 11:30am — No Comments

Work at Home Sales Professionals Wanted For Rodan + Fields Prestige Skincare Direct Selling Organization

Independent Consultants W… Continue

Added by Victoria on February 13, 2009 at 9:00pm — No Comments

E-Mail for Acquisition

You should not think of email as an acquisition tool but rather as a tool to complements other acquisition elements of your marketing. Using things like search ads, banner ads, promotions, in store list creation. While most people are looking for a quick payoff such as information, they may also be interesting in hearing more form and about you. You can then use an email campaign in this process and drive home your message, up to and including a purchase request. Yes you can ask for the order.… Continue

Added by Howard Larson on January 26, 2009 at 3:30pm — No Comments

Encouraging Dialogue With Your Core Customer Base

It is a fact that customers that have contact with a company in more than one channel have higher company interaction and engagement. They have a deeper understanding, tend to spend more with that company and have a longer higher customer “lifetime” value. Some examples might involve, direct mail with its high redemption rate, but then in adding telemarketing you get some instant feedback. Kick in some email marketing and some mobile and you have them on 4 important, “in their face” channels. T… Continue

Added by Howard Larson on January 22, 2009 at 10:55am — No Comments

Old School Direct Marketing Still Works

Back in November, Cushman's Fruit Company was selling 24 of its legendary HoneyBells in a quintessential, full-page mail-order ad that appeared in PARADE magazine. This was direct marketing at its classic best. Just how classic you ask? First of all, the written words alone had incredible stopping power, beginning with a headline in the form of a curious question: “What the devil is this? Then Ed bit into one and the plot thickened.” What followed was an extraordinarily interesting, cleverly w… Continue

Added by Howard Larson on January 16, 2009 at 3:30pm — No Comments

Responding with Direct Mail vs. E-mail

E-mail vs. Direct Mail. That is the question. It is very easy to make a nice looking electronic email ad and zap it out to an email list of thousands and thousands of people with the click of a mouse. Simple, appealing and Lazy! If you look at the back end and see the open rates and the click though rates you will find a channel that is declining. There is only one way for a buyer to respond to an e-ad, click it. If you have shopping carts on your web sites look at the ones left abandoned. Wh… Continue

Added by Howard Larson on December 23, 2008 at 10:09am — No Comments

The Importance of Price

Is price more or less important to the buying decision? 69% More important 29% Same 2% Less Important Larson note: This should come as no surprise, when doing a coupon or incentive driven piece. People are either going to go because of price or location or offer but price is the biggest pull. Do a little research and see if you can find out what your competition has in mind, then beat them at their own game. You only have to win by a little to win it all. Howard Larson Larson & Ass… Continue

Added by Howard Larson on December 18, 2008 at 2:30pm — No Comments

Direct Mails Unique Advantages

Many people, my self included, have been pushing other channels for promotion. We here at Larson’s have been pushing our marketing message though bloging harder than a year ago. But then has not diminished our Direct Mail Marketing attack. When people receive a piece of mail, they can do 3 different things with it. Act on it immediately, save if for future use or share it with other people in the business or household. Possible with e-marketing? Yes, but not as prevalent. I have specialty folde… Continue

Added by Howard Larson on December 18, 2008 at 10:24am — 1 Comment

The Current State of the Mail

In a time like we are now in, people are looking harder and more closely at the promotional mail, or do you call it junk mail, that is coming into their mail boxes. If done correctly you can get some of the best hit rates possible, possibly more so than even a year ago. Direct mail and lists can be very targeted to the people you want to get in front of. When we consider that 85% of direct mail actually gets read or viewed and that over half of all consumers have requested promotional materials… Continue

Added by Howard Larson on December 17, 2008 at 10:57am — No Comments

Looking at the Mail

Are you looking over your mail closer then 6 months ago? Hoping, looking, actually wanting to find promotional offers and coupons in your mail box. 64% Yes 36% No Larson note: Everyone is looking to expand there shopping dollars and promotions, discounts and coupons are what they are looking for. With gas prices down we all have a little breather but everyone is still on edge Howard Larson Larson & Associates Target Marketing & Telesales Professionals for new account acquisitio… Continue

Added by Howard Larson on December 16, 2008 at 3:30pm — No Comments

Direct Mail / E-mail working together

I have run Direct Marketing / Wave mailing / E-mail programs in tandem for over 6 years now. Each has there own special place in my arsenal of techniques to getting, gaining and keeping customers. Direct mail can create quite an impact, with some audiences and in some parts of a marketing attack. In an earlier blog in the last 2 weeks I went over the numbers on emailing, if you looked them over you might have seen that they are indeed very cost effective, if used right. This can be even more im… Continue

Added by Howard Larson on December 5, 2008 at 11:50am — No Comments

Retailers and E-mail Subscriptions

The new study by the EEC found that retailers are putting more focus on list hygiene. 38% of retailers surveyed are asking subscribers to confirm their e-mail address by re-entering it when opting in. This is up from 27% last year. In addition, 5% of retailers are now using a confirmed (double) opt-in process, up from 3% last year, which improves list quality and assures that consumers know for what they are opting in. The new study examined the opt-in practices of 120 of the top online retaile… Continue

Added by Howard Larson on December 2, 2008 at 11:01am — No Comments

Designing an E-Mail Ad

You can cut down on the rate at which recipients delete or report your e-mails as spam by using a company name, the name of a familiar associate or product name in the ‘from' field. Good design starts before a recipient even opens an e-mail message. Recent studies show 35% of e-mail users open messages because of what's contained in the subject line, while 69% of e-mail recipients report e-mail as spam based on the subject line. You need to get this right, or your campaign might as well not happ… Continue

Added by Howard Larson on December 1, 2008 at 4:59pm — No Comments

E-Mail direct marketing ad attack.

Yesterday newsletters, today e-mail advertisements. If you have ever dabbled in direct mail marketing attacks you can easily apply the same basic principles to an e-mail marketing attack but the time-line results will be that much shorter and less expensive. Then of course e-mail is fast. Production time is minimal, receiving time is instant and response to your message will either be in 24 hours or less or it’s not coming. All these things are important in a down-turned economy. By being able… Continue

Added by Howard Larson on November 26, 2008 at 11:49am — No Comments

Recession Proof Your Skincare Regimen - A Self-Managed Health Care Approach

The economic recession is challenging the pocketbooks of American families to the extent that they are cutting back on dermatologist, beauty spas and salon visits. Meanwhile, patients still need to address skin concerns like acne and sensitive skin. A trip to the dermatologist and a prescription for acne medi… Continue

Added by Victoria on November 19, 2008 at 10:06am — No Comments

Put Your Personality in Your Direct Mail

If you asked me what is the most important part of a direct mailing program I would be hard pressed to give you a good answer. The offer The Headline The PS The Envelope The Price Point The Design All important and crucial aspects of a well designed put together mailing piece. But if you pressed me, I mean really really backed me into a corner and pushed me to identify one element that causes a mailing package to flop (note the word flop not succeed) I would say that it is often a failure to… Continue

Added by Howard Larson on October 22, 2008 at 3:24pm — No Comments

US Postal Service Revenue vs. Volume

US Postal Service Revenue First Class Mail. . . 37.6B Direct Mail . . . . . . 20.8B Priority Mail . . . . 5.2B Package Services . 2.3B All Other . . . . . . . 9.2B US Postal Service Mail Volume First Class . . . . . . 95.9B Direct Mail . . . . 103.5B All Other . . . . . 12.8B *Newsweek Larson note: We are blessed with a for the most part very efficient and inexpensive postal service. If direct mail was taken out of the mail mix would we have the same service that we now e… Continue

Added by Howard Larson on October 22, 2008 at 10:26am — No Comments

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All Blog Posts Tagged 'direct' (27)