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April 15, 2010
Dear Direct Marketing Friend,
Here are 5 response-boosting updates to keep you on track until the next full issue of Direct Marketing Update...
1. Tip of the week: 5 rules for better banner ads
Many marketers ignore the direct marketing rules when it comes to
online banner ads…and they’re watching their ROI sink like a stone.
The problem is made worse by the fact that consumers see display ads
practically everywhere they look online…and that’s leading to “banner
ad blindness.”
Here are 5 time-tested ways to help your banner ads get the attention they deserve:
- Banner Ad Rule #1: Use direct response copy.
Many marketers neglect the basics when it comes to online ads—but
direct response copy is critical to the success of your banners.
- Banner Ad Rule #2: Use a powerful headline—and test it. Give your prospects a compelling reason to click!
- Banner Ad Rule #3: Lose the reverse type.
“Reverse type” is white or light-colored text on a dark background. It
is hard to read—and often ignored. The same is true for text that’s
embedded over an image. It obliterates readability.
- Banner Ad Rule #4: Make it look editorial. All-text ads that look like news perform extremely well.
- Banner Ad Rule #5: Tailor your landing page to your ads.
Be sure your landing page is related to your ad so that prospects will
want to keep reading. A powerful free offer is a great way to keep them
interested and to generate leads.
2. Red Cross: More than $32 million donated via text
In a previous issue of Direct Marketing Update, we discussed the growing impact of text messaging on fundraising.
Here are some more numbers that make this crystal clear: Following
Hurricane Katrina in 2005, the Red Cross raised about $120,000 via
text. Approximately 4½ years later, the Red Cross raised $32 million
for relief in Haiti through its text-to-donate-$10 campaign.
The response was driven by widespread media coverage, including
public service announcements that aired during NFL playoff games and
the Super Bowl, plus a YouTube video featuring First Lady Michelle
Obama that promoted the text-to-donate campaign.
The text campaign helped the Red Cross engage Generation Y and
expand beyond its core demographic of older adults. As a result, the
organization has built a mobile text database of 130,000 users who have
opted in to receive further communication.
Are you wondering how texting programs can work for you? Are you
unsure how to incorporate mobile marketing into your overall strategy?
In just the last few weeks, my team and I organized a successful mobile
campaign that helped a musician grow his database dramatically.
Find out how we can help you too. Send me a note at craig@cdmginc.com or call me at 310-212-5727.
Also watch for an article about mobile marketing to be published in an upcoming Direct Response newsletter.
3. Want to outperform your competition…and beat the recession?
I want to help you reach your number-one goal: To keep your response rates up for a very profitable 2010—even in this market.
That’s why I’ll be presenting Marketing During a Recession: 17 Strategies for Business Owners and Entrepreneurs to the Direct Marketing Association of Southern California on May 18.
In just 90 minutes, you’ll discover...
- What prospects are responding to best: Messages that boost response
- 5 overlooked techniques to mine your database for hidden profit
- Email vs. direct mail: Costly mistakes most marketers make
- 7 Internet lead-generation tactics that drive quality leads
- How to effectively convert leads to clients
- The #1 mistake marketers make during market slowdowns
- 9 ways to use direct mail/online synergy to lower your cost per lead
- 4 little-known ways to increase paid search results
- Eye-opening new marketing trends you most likely haven’t heard yet
- The most important way to improve response in this market
- How to profit from social media
- And much, much more...
Click here to register and for more information. I hope to see you there.
4. Make sure Direct Marketing Update gets to your inbox!
Did your spam filter block the last issue of Direct Marketing Update? Make sure these response-boosting tips make it to your inbox by adding craig@cdmginc.com and craig@dmu.ccsend.com to your list of safe senders. (If you need instructions on how to add these addresses, just
click here.)
Then click the links below to see what you missed:
5. USPS summer sale is back!
Attention high-volume mailers: The U.S. Postal Service will once again offer you a 30% rebate!
If you mailed at least 350,000 standard mail letters and flats
between July 1 and September 1, 2009, you’ll be receiving an invitation
from the USPS to take part in this year’s summer sale.
To earn a rebate, you must increase your mail volume at least 5% above your 2009 threshold.
For those who are eligible: If you need assistance revamping your campaign to take full advantage of this sale, give me a call at 310-212-5727 or email me at craig@cdmginc.com. I’d be happy to talk with you.
For those not eligible: The summer sale is still
good news. It paves the way for better incentives for the future. If
you’d like to increase your mail volume—and maybe your chances for
eligibility if this sale becomes an annual event—call me at 310-212-5727 or email me at craig@cdmginc.com.
Stay tuned for the next full issue of Direct Marketing Update.
Yours for better profits and response,
Craig A. Huey
President, Creative Direct Marketing Group, Inc.
Publisher, Direct Marketing Update
21171 S. Western Ave., Suite 260
Torrance, CA 90501
Phone: 310-212-5727
Nobody knows direct marketing better!
Email: craig@cdmginc.com
Web: www.cdmginc.com
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