Articles by Brent Doering
Blog Archive
Mailing List Targeting—Think Creatively to Find the Right Audience for Your Message
Have you received a letter, postcard, or catalog in the mail and said to yourself, “Why are they sending me this?” Perhaps you live in an apartment, and it’s a special offer for tree pruning services. Maybe you pick up your mail and as you’re shuffling through it, you see the name of the previous […]
How Trigger Marketing Helps Solve the Riddle of Getting Your Message to the Right Person at the Right Time
We’ve all heard that the right message to the right person at the right time is the best approach for eliciting action. Sounds simple enough. But who is the right person, what’s the right message, and when’s the right time? The answer typically comes down to relevance. The message and the timing must be relevant […]
A Proper Direct Mail Testing Strategy Helps You Determine Which Packages Are Really Winning
If you’re like me, the summer has certainly been welcome. Along with the return of warmer weather, school is out and kids are brimming with excitement about attending camps, sports, and other activities. I know I feel a bit like my nine-year-old daughter’s activities director (or, more accurately, her chauffeur). Ava’s schedule is jam-packed with […]
How Personalized Landing Pages Create Greater Relevance and Response
Today’s consumers avoid ad messages that are irrelevant to their needs or perceived as too intrusive. So much so that they actually have taken matters into their own hands by subscribing to pop-up blockers or investing in premium versions of Pandora or Spotify to reduce the amount of non-relevant ad messages. Before the internet, we […]
Using RFM to Understand Your Best Customers and Find Others Like Them
Although you may not be acquainted with recency, frequency, monetary value (RFM) analysis, I’m betting that most of you are very familiar with the 80/20 rule (or more precisely, the Pareto Principle). Regardless of how you refer to it, it states that for many events roughly 80% of the effects come from 20% of the […]
