Tactful, thoughtful and genuine — certainly fundamental to its ability to remain relevant — the Mayo Clinic Health Letter also employs many of the finest direct mail tactics to great effect and continually makes small revisions to maintain its top-dog status.
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At first, the mailings from the CollaborativeCARE Conference (C3) weren't going to include a registration form for the Nov. 15 to Nov. 20 event in Long Beach, Calif. The Weston, Mass.-based regional conference organizer was going to require physicians to register online. But, going into the marketing campaign for their inaugural event, organizers thought better of it, says C3 Chief Marketing Officer Fred Criniti
Nothing speaks to a prospective donor or customer like an involvement device. Most people seem to find surveys, quizzes and free gift choices advertised both online and in direct mail irresistible. Involvement devices work because they make consumers and constituents feel important, as if their choices or opinions matter and will make an impact on the company or organization they're responding to.
Member Acquisition Case Study: Growing Membership Through Predictive Modeling for a Health Insurance Company
Before adding intelligence to its direct mail efforts, AvMed Health Plans was just as likely to solicit a senior couple away on a river cruise as one firmly parked on the couch, so ensconced in game shows that they didn't notice when the mail arrived.