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Reading vs. Scanning: Sidebars Can Engage Any Kind of Mail Recipient

Posted August 20, 2019 by in Strategy and Analysis

Are you a reader or a scanner? The world is full of both. That matters to those of us who include direct mail and direct response advertising as part of our marketing mix. If we don’t create direct mail designs that account for both of those information intake preferences, we risk losing a big chunk of our audience and their potential to respond.

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Email Behavior Targeting Solves the Prospect Abandonment Problem for Direct & Email Marketers

Posted July 12, 2019 by in Strategy and Analysis

Triggered marketing campaigns based on prospect or customer behavior achieve some of the highest response and conversion rates we see in marketing. Cost per acquisition for triggered campaigns are also considerably lower than “business as usual” campaigns. The reason is simple: triggered campaigns (whether they are initiated by abandoned carts,  browse, or product applications) take  […]

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Play by the 3:33 Rule for Direct Mail Success

Posted July 2, 2019 by in Strategy and Analysis

You just launched a big direct mail acquisition campaign. Close to a million pieces are fanning out to carefully segmented audiences in areas where your research indicates high concentrations of verified prospects. Will it be a hit or a miss? Grab a stopwatch (or your mobile phone with its many timing apps) and let’s consider.  […]

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Stressed office worker blown away and overwhelmed by paper flying from his desktop computer monitor. An information overload.

To Achieve Email Best Practices, Look No Further than Direct Mail

Posted June 18, 2019 by in Strategy and Analysis

As a direct and digital marketing strategist, I frequently get asked questions about the relationship between direct mail and email best practices. Questions about email creative and frequency pop-up, particularly due to email’s low cost to send. How much email is too much? That answer varies by business and product, and there’s no one good  […]

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