The second largest newsstand magazine distributor is scheduled to go out of business. Unable to collect millions of dollars owed, Time Inc. pulled the plug on Source Interlink Distribution. It could not exist without the giant Time account. Six thousand jobs will be lost.
Big companies have ramped up their mailing in 2012. JPMorgan Chase & Co., Sprint/Nextel, Dish Network and Discover Financial Services are all on the list after none of them appeared in 2011 or 2010. In fact, according to our data JPMorgan Chase hasn't mailed this heavily in five years—since 2007 when the company reported a mere $99.9 billion in revenue.
There are endless marketing tools and techniques available to you today. But despite all the innovations, the simple sales letter still packs a powerful punch. Every sales letter is a little different, depending on your particular audience and the product or service you're selling. However, there are a few basic elements you should consider.
If you rely on direct mail to bring in business, you've probably had a bumpy ride the last couple of years. Just as customers are more prone to avoid risk in these uncertain times, you should try to avoid unnecessary risk in your marketing efforts. This is the perfect time to remind yourself of a few basic principles that drive direct mail marketing.
“The pessimist complains about the wind. The optimist expects it to change. The leader adjusts the sails,” goes the quote from leadership guru John C. Maxwell. It’s good advice to keep in mind at the present, when many of the usual challenges of marketing direct are becoming more and more difficult to tackle. With the cost of just about everything going up, businesses aren’t going to have any easy options for cutting back. Staying strong during a down economy and a rapidly shifting marketing environment requires not only efficiency from every member of the team, but also the exploration of new ideas and ways
Whether publishing a magazine, marketing a product or operating a nonprofit organization, successful direct marketers all share one thing in common: a base of multisourced customers. Add them together and you have an incredibly large and robust universe to draw from. Why then do so many marketers find it difficult to profitably acquire new customers from outside lists, particularly from outside their own market category? Simply put, they don’t dig deep enough. One glance at a datacard and many a good list gets passed over. But in today’s data-driven world, marketers have more information at hand than can fit on a datacard. And too
When you think of people who buy organic foods, do you imagine hippies wearing love beads and living in communes? Think again. This is a well-educated, affluent, health-conscious group that’s willing to spend more for healthier products. “Organic consumers focus on making the best choices for their health and the world,” says Randy Frank Leeds, publisher of Organic Gardening magazine. “They are you and me.” A Healthy Market Organics buyers are a big market that’s growing. The organic food market was worth an estimated $3.6 billion in 2006, more than double the $1.5 billion market of 2001, according to Mintel. “There are 35 million ‘true greens,’
When it comes to creating responsible direct mail, every marketer worth his or her salt will say the same thing: “Deliver on what you promise.” And while this maxim typically refers to an offer strategy or product benefit list, the same also can hold true for another element: the teaser. Creatively, teasers long have been implemented to arouse a prospect’s interest in a mailing, spurring them to open the envelope and further explore its contents. But even more so, according to direct mail writer and consultant George Duncan, “[They] also provide a statement or promise that the reader can agree with. He or she
Publishers are living and breathing multichannel these days, from editorial delivery to circulation planning to marketing promotions. Since information is their core product, most publishers also are in the perfect position to test many of the new communication and marketing methods, such as blogs, podcasts, co-registration and video. But the challenge in using these tools effectively comes from leveraging both online and offline approaches. We recently caught up with Nikki Getman, associate director of online circulation at Rodale, an Emmaus, Pa.-based publisher of magazines, books, DVDs and other tools dealing with health and wellness issues, who shared insights from some of her firm’s online and