Direct Marketing Update | Nobody knows direct marketing better!

You know you need direct mail and you know you need email…but do you know how to make these channels work together?

Integrated campaigns boost response, increase sales and result in a higher average order value.

But the solution is not as simple as just redesigning your mail into email format. Here are 4 bright ideas for putting your email to work for better mail response…

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To make it easy for web searchers to find your site, you have to play by the SEO rules. The concept of SEO is designed to separate the spammers from the true content creators. Over the next few issues, we’ll take a look at simple but important tips to help improve your SEO.

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Your goal as a copywriter is to convince prospects that your product or service is right for them. You must leave no room for them to think, “I understand what this is…but do I really need to have this now?”

In other words, your copy must answer the burning question “What’s in it for me?”

A simple way to qualify your audience is to ask the question “Who relies on [Product Name]?” or “Who needs [Product Name]?” Then show photos of people in your target audience and list how certain groups benefit from what you’re selling.

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I’ve written extensively on the potential conversion increase you can get by adding a floater to your website or landing pages. (Read past Direct Marketing Update articles: Little-known ways to double or triple your online leads and Do floaters really work?)

Here’s more proof that the floater increases sign-ups…

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A full 71% of Internet users watch videos, and a large chunk of that is taking place on YouTube. After all, YouTube is the second-largest search engine and the third most-visited site on the web—behind Google and Facebook.

24 hours of video are uploaded to YouTube every single minute, and the site attracts hundreds of millions of viewers every month.

So how can you get your video in front of these viewers? Here are 5 tips to improve your video’s ranking on YouTube:

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More proof that marketing during a recession pays off: Many list owners have seen impressive growth from 2008 to 2009!

Now is the time to test new lists and revisit some of those you’ve tried in the past. Across the list-rental industry, the makeup of lists has changed and many new names are being added every month.

The Grill Daddy buyers list is one example. From 2008 to 2009, more than 15,400 names were added—a 70% increase! (You may recognize Grill Daddy as the As Seen On TV™ grill-cleaning tool.)

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Over the years, I’ve written about the negative effects of the postal monopoly laws and the quasi-government nature of the U.S. Postal Service (USPS).

These laws have harmed direct mailers, shippers, taxpayers and ultimately consumers.

Besides the Postal Service’s inefficiencies…its bloated, overexpansive bureaucracy…and its powerful union…the postal system is killing mailers with its frequent rate hikes. And it’s losing mail volume and revenue in the process.

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There’s one point I really want to stress today: Even in a recession, you can dramatically improve your direct mail response. Let me show you how I helped one company—Colorado River Adventures—rev up their lead generation efforts in the mail.

Marketing challenge

Colorado River Adventures is a members-only resort chain designed for RV enthusiasts. For 2 years, the company watched lead-gen response decline. It needed to bring new members to its 7 locations in California, Arizona and Mexico, and fast.

The secret to a successful direct mail overhaul was this: Redefining the USP—the Unique Selling Proposition. It needed to be relevant to the competitive marketplace and really communicate what Colorado River Adventures had that no one else did.

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I frequently get emails from readers who feel overwhelmed by all the changes they need to make to improve their e-commerce sites. If you feel that way from time to time, this week’s Web Strategy is for you.

There’s one quick and easy thing you can do to increase sales: Make your “Add to cart” and “Buy now” buttons bigger and bolder.

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A common, tried-and-true copywriting tactic is to tease your reader with a big promise and then show him the proof. But be wary of promising too much.

Sometimes copy that is too bold, confident or outlandish casts doubt on your credibility—and can cause readers to disregard your message because it seems too good to be true.

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