I have known for years about the all-important “New Movers” lists and how marketers can best target and engage with this group.
I find it hard to believe that we're about to host our fifth annual Direct Marketing Day @ Your Desk on March 12, but it's true. And this will be the best one yet! If you haven't attended this FREE Virtual Conference before, don't let another one pass you by. Register today!
I'm always fascinated when companies reintroduce themselves to the world with a new brand. CVS Pharmacy rebranding as CVS Health and expanding into new health services — including walk-in clinics — makes great sense to me. CVS Health's announcement, last February, to remove all tobacco products from its shelves was no coincidence. The action got lots of press that tied in perfectly with the company's new message of helping people on the road to better health.
As 2014 draws to a close, I began thinking about the past 12 months and some of the lessons learned and the new words, concepts, techniques and technologies that have entered our marketing world. It boggles the mind! Here's what I learned ... how about you?
Is email marketing on the way out? No way. No how. Is email marketing more challenging? You bet! That's why I am delighted to make your day. Our All About Email Virtual Conference is starting this morning at 10:00 am ET. It is free. It is packed with information. And, if you can't attend for the entire day, it will be on-demand for the next 90 days. Just click here to register, check out the full agenda and see the great panel of speakers!
A newspaper might seem a bit dated, and you're probably thinking, "What would that have to do with me?" Well, marketing is all about knowing who your audience is, how to uniquely reach them and how to present your message in a way that speaks best to them. The mailer here is Maris Grove—part of Erickson Living—who offers apartment homes for seniors. And we all know that seniors still read newspapers.
It was October 1984 when Denny and I launched the premiere issue of Who's Mailing What! Back then, it was a paid newsletter that analyzed direct mail and included a members-only archive service.
The universal challenge for marketers is getting the email opened! Obviously, the "From" line, "Subject" line, and testing were major topics of conversation. However, we also discussed something that, until a few months ago, was new to me — the all-important "preheader." The preheader is the small line of text that appears above the html image on the email and shows up as the lead-in on your smartphone or tablet.
So, this week we got iced. DonorPro challenged FundRaising Success with the ALS "Ice Bucket Challenge." If you've been living under a rock, this is how it works: Within 24 hours of receiving the challenge, either get a bucket of ice water poured over your head (and post a video of the action online) or donate $100 to ALS. You can catch all our cold wetness in the video below. I opted to be the "dumper" rather than a "dumpee," as age does have its privileges!
Jim Brady, the former press secretary to Ronald Reagan, died Aug. 4, 33 years after he was shot in an attempted assassination of the president. Recently, a direct mail appeal came across my desk from the Brady Campaign. The full-color envelope stood out on my desk, featuring an image of a candlelight vigil. Contained within, the 2-page letter was signed by the Brady Campaign's President Dan Gross and featured a story about the 2014 Santa Barbara shootings. The mailing also included a full-color lift note from Sandy Phillips, mother of one of the victims from the 2012 Aurora, Col. movie theater shooting.
Last week I hosted a webinar that featured Forrester Research Senior Analyst Jason McNellis, who spoke about the "Age of the Customer." His main message was customers today are enormously empowered and often know more about a product than the salesperson. And businesses that focus most on their customers, in fact, become customer-obsessed — to win, serve and retain those customers — will be the ones who succeed.
We all know that "lumpy" envelopes get attention. An envelope that has something unknown inside raises our curiosity and gets us to open it. The same thing happens when an envelope simply "feels" different.
What marketers used to call MGM—or Member-Get-A-Member—efforts are as old as the hills, but they're effective when done right. If you have happy customers who love your products or services, ask them to refer a friend or colleague. Usually the person referring gets a reward of some kind, and the person being referred gets a goodie as well.
I have been scratching my head in astonishment with the receipt of two recent B-to-B mailings sent to me at the office ... and neither of them included a letter. The one from CBeyond was sent First Class Mail with a tracking number in a card stock 9-1/2" x 12" outer and included an Amazon gift card tipped to a one-sided 4-color insert. The other was from NAC (North American Communications) with a nifty chart outlining the latest 2014 USPS rates.
The challenge for any marketer is always to find a way to lift response. You can test different design elements, list selections or you can improve your offer. Here's a great example from Danbury Mint not only trying a whole new creative approach, but also making a superior offer.