It's been the year of integrated marketing, and nothing proves that more than GEICO's appearance on our annual list of the top 50 direct mailers. You've probably seen so much of GEICO's gecko, cavemen and the googly-eyed stack of money that you're not surprised to see it anywhere now. But it's been five years and about $5 billion in revenue since the TV-slick and Web-savvy insurer last mailed enough to make the list.
Emotional copywriting has been a marketing tactic mainstay since the dawn of man, practically. Want to engage someone? Want to get him to share your line of thinking? Want to get him to respond? Whether you're recruiting another caveman to join the hunt for food or trying to turn prospects into regular donors, tell a great story that they're likely to respond to.
It is high season for politicians scrambling for dollars. The Hillary Clinton juggernaut continues apace with a record $26 million in the till in the first quarter of 2007—over three times what any other candidate has ever raised at this point. Meanwhile, America is looking at the strangest election in history. By the end of January 2008, two states will have held their nominating caucuses for president and vice president (Iowa and Nevada) and two more states—New Hampshire and South Carolina—will have held their primaries. On Feb. 5, 2008, an estimated 21 additional states will hold primary elections including such behemoths as California, New
When you read studies showing average e-mail open and clickthrough rates, do you compare your own results to these statistics with glee or chagrin? In either case, you have the opportunity to improve your results if you put a laser-like focus on your audience members. Give them content and offers they want, and you have a better chance of engaging them. The best e-mail marketing campaigns inject elements designed to stimulate interest and encourage interactivity. In short, they delight and engage readers. And, if your recipients feel this way about your program, they will be with you for the long haul. They’ll be much more