Browsing Tag
Bob McCarthy
10 posts
Creating a direct mail testing matrix
Testing is the path to success in direct mail Generally, testing involves just two elements – testing one item against another … such as two different mailing lists, or two offers, or two formats or two messages or two of anything else. This is known as an A/B split test. You select the two items...
Using Coupons in Print Advertising as Lead Generation
The hidden benefit of coupons in print advertising Print advertising may be old school for some, but for others, it is still a vital media channel. This is especially true for local businesses which continue to rely on local newspapers to reach local audiences. The problem is most local advertisers continue to run brand-building ads...
Why everyone needs remarketing
Why Remarketing is a MUST for every business We can always think of some reason not to do a particular marketing program. “Not enough money” and “not enough time’ are the most common. With Remarketing, those excuses won’t fly. What is Remarketing? Remarketing (also called Retargeting) is an advertising campaign designed to reach people who...
Using SIC Codes to Find Business Lists
List Research: Using SIC codes to find business lists When you research business lists for direct mail or email, you usually start with the SIC code. SIC, which stands for Standard Industrial Classification, is the universal coding structure for all businesses and organizations in the United States. (A newer, more comprehensive directory called the North...
DIY – Do It Yourself Direct Mail
For companies that want to keep some or all of their direct mail in-house The direct marketing industry may seem to be dominated by large mailers that send out millions of pieces at a time. But in fact a giant slice of the direct marketing pie has to go to the many more small businesses that...
Direct Mail “and/or” Google Adwords?
Comparing Direct Mail and Google Adwords On the surface, Direct Mail vs. Google Adwords seems like an odd comparison. To be sure, these are two very different types of marketing programs. Direct mail is traditional offline marketing. Google Adwords is the cornerstone of online marketing. Apples to oranges, right? But they are also very similar....
7 Steps to a Two-Tiered Direct Mail Strategy
Is your direct mail strategy designed to reach your best prospects? Which direct mail strategy is better? Frequent mailings to the same audience or fewer mailings (maybe just one) to a broader audience? This is a common problem for many business owners and marketers who look at their market size and then look at their...
Three Types of Search Marketing – Understanding the Differences
What's not to love about search engine marketing? As a direct response marketer, I spend a lot of time worrying about my target audience - trying to find the right list or the right media for my outreach campaigns. It's an uphill battle because no matter how well I do my job, I know that...
A clever way to generate more tweets – and expand your audience
Even if you have no experience or interest in Twitter, this technique could work for you. Thanks to John Jantsch's blog at Duct Tape Marketing, I discovered a new tool yesterday called DashThis. It's a marketing app that allows you to create your own dashboards using data from various marketing platforms like Google Analytics, Google...
Are direct mail brochures necessary?
Direct Mail Brochures: What good are they? This may be counter intuitive for many of you. But bear with me. I think it might make sense in a minute or two. So you’re planning a direct mail campaign and you’ve decided to use a letter package – and now it’s time to spec out the...