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June 15, 2010
Dear Direct Marketing Friend,
There’s a lot we need to cover today when it comes to
seasonality and your marketing. Here are 4 items to help you
boost your response rates this year…
1. The best and worst times to
market
Bad news for some: Summer can depress
response. Business-to-business marketers and those with target
audiences whose age is lower than 45 find that response rates
are down 10%–20% during the summer.
Good news for others: Those with consumer
audiences aged 45 and above find little to no difference in
response between spring and summer response rates.
Plan your summer campaigns accordingly. And here’s the
silver lining: The best time for testing is usually the
fall.
Great news for all: Late August through
the first 2 weeks of September is the second-best time of the
year to market. Response rates are up for all groups and all
categories (unless, of course, you have a highly seasonal
product—for example, targeting schools).
This period is the time to market and test aggressively.
And the time to start preparing for that is now. If you need
assistance, contact me at craig@cdmginc.com or call my
office at 310-212-5727.
2. Marketing alert: A major event
that affects your plans
The above information about early fall is particularly
critical this year. Why? Because the midterm elections are
coming up, and guess what that means: TV and radio rates are
up. Mailboxes are flooded with political direct mail. Email
has increased. In certain markets, web ads have turned
political.
Be very cautious about the media you use. In many
cases—especially for the consumer market—it would be best to
get your aggressive marketing out of the way before the
midterm elections…and scale back from mid-October through the
second week of November.
3. The video megatrend
I’ve been creating direct marketing videos for email
campaigns, landing pages, websites, viral marketing and direct
mail premiums for most of the clients we’re working with. This
integrated multimedia approach continues to realize
significantly higher returns.
If you have an interesting video, I’d love to hear your
story and, if you’d like, give you a FREE critique. I’d also
be happy to share it with the group. I believe that our
subscribers can share a lot of information to help one
another.
Just email me at craig@cdmginc.com.
4. Did your spam filter block your
last issue of DMU?
Don’t let your spam filter keep you from receiving
Direct Marketing Update! You can
help 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.
Then click the links below to see what you
missed:
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:
http://www.cdmginc.com/ |