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Editor’s Notes : There Is No ‘Right Way’

May 2012 By Thorin McGee
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My father used to say "there's a right way and a wrong way to do everything."

On that, he was wrong. I've found there are usually more ways to accomplish your goals than can be comfortably comprehended. Spotting the ways likely to be most effective in that instance is the hard part.

This comes up all the time in marketing, where half the experts have a favorite channel you "have to be on" and a laundry list of things you "have to be doing" the ways they say you have to be doing them. Punditry can be a goal-oriented profession.

I don't think you "have to be on" or "have to be doing" anything. There is no one channel that is "The Answer" for direct marketing in 2012.

According to our 2012 Media Usage Forecast, 96 percent of our readers market through email and most of you are increasing budget for it. This month's cover story will show you some great things Daryl Nielson and his team are doing with email at HP.

However, email is not "The Answer." As you can see in DataBytes, email direct marketing led to $63.1 billion in sales during 2011. Telemarketing generated nearly five times that: $303.6 billion—despite significant consumer pushback, the ongoing effects of Do-Not-Call and, frankly, being the poster channel of that supposed scourge called "interruption marketing," with horror stories of families who burn with hatred at being interrupted by sales calls during dinner and on weekends.

If any channel were the one must-use channel, up until now I would've said it was email. Email still has an enormous ROI of nearly $40 for each dollar spent. But it has its limits. You hit diminishing returns on that investment and email alone will only drive so much growth.

We're running stories in this month's magazine alone on email, direct mail, QR Codes for mobile and social media. They all work for the right marketers in the right markets deploying the right marketing.

There's no one right way to do direct.

Analytics

"Don't ask for metrics that are not actionable."
—Phil Mui, group product manager, Google Analytics, speaking at SES New York Mar. 20, 2012

 

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FROM THE BOOKSTORE

PDF FORMAT

<i>"Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated."</i> -- from <i>The Ultimate Guide to Email Marketing</i> 

It's true. Email marketing is still going strong, and continues to be one of the most important factors in any marketing campaign. 

From the first six months of 2010 to the first six months of 2011 alone, there was a nearly 21 percent increase in email volume! The average number of emails received per day in the first six months of 2010 was 472, and during the first six months of 2011, the daily average increased to 571. Marketers are having success with their email campaigns and using it more and more.

That being the case, your email marketing campaign needs all the attention it can get, and knowing what works and what doesn't is the best way to start. That's where "The Ultimate Guide to Email Marketing" comes in. 

The Guide is brought to you by the email marketing experts at DMIQ and their extensive research into one of the largest email campaign archives in the industry. On top of latest trends, it features 19 best practice chapters from today's email marketing thought leaders. You will learn how to create a relevant email program to nurture leads and drive sales, how to best use call-to-action visuals in your emails, and how to use social email to improve marketing effectiveness.

You’ll also learn:

•	Email Marketing Trends in 2011
•	Best Practices in Writing Subject Lines
•	The Strategy (and Tricks) for Improving Open Rate and Response
•	6 Tests to Improve Email Program Results
•	5 Best Practices for the Gangbusting Email Campaign
•	Best Practices for Improving Email Performance
•	6 Ways to Make Your Emails Mobile-Ready
•	Email Branding — The 16 Most Effective Strategies
•	11 Best Creative Practices for B-to-B Email Marketing
•	The Keys to Developing a Successful E-newsletter
•	How to Determine Your Customers’ Email Content Tolerance
•	How Email Marketers Can Optimize the Social Media Opportunity
•	…Just to name a few!

This comprehensive report also offers three in-depth case studies, so you can see practical examples of how these methods worked for real-life businesses. "The Ultimate Guide to Email Marketing" is an essential tool for any business that ever sends an email. 

<b><u>100% Money-Back Guarantee</b></u>

Your order is risk-free. If you are not completely delighted with “The Ultimate Guide to Email Marketing,” notify us within 30 days for a complete credit or refund, no questions asked.

<u>About DirectMarketingIQ</u>
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry.

Note: You must have Adobe Acrobat Reader in order to read The Ultimate Guide to Email Marketing, which is in PDF format. The Ultimate Guide to Email Marketing

PDF FORMAT "Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated." -- from The Ultimate Guide to Email Marketing It's true....

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(PDF Format)

From David Ogilvy on down, the "experts" have claimed "humor doesn't work."  Boy, were they wrong.  

Author Stu Heinecke has been using cartoons to generate record-breaking campaigns for many of the world's biggest marketers -- and he shares his test-proven secrets for the first time ever in his new book.  

Drawing Attention takes you step by step, to explain how you can unleash the incredible power of cartoons in various missions in your life, from marketing, advertising and sales promotion to job search, social media, VIP contact campaigns and more. 

With forewords by New Yorker Cartoon Editor, Robert Mankoff, and Sandler Training President, Bruce Seidman.  Free "Stu Heinecke Dingbats" font with purchase. 

<b>Note: You must have Adobe Acrobat Reader in order to read Drawing Attention, which is in PDF format.</b> Drawing Attention

(PDF Format) From David Ogilvy on down, the "experts" have claimed "humor doesn't work." Boy, were they wrong. Author Stu Heinecke has been using cartoons to generate record-breaking campaigns for many of the world's biggest marketers -- and he shares his test-proven secrets for the first time ever in his...

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