Know When Direct Response Results Justify More Investment

These articles examine the questions that follow the initial response: Are the economics sound? Is the evidence strong enough to trust? Can you see the full customer journey? Do the results justify investing more?

The focus is practical: Cost Per Sale, Cost Per Lead, customer value, disciplined testing, targeting, CRM interpretation, creative evaluation, and the management decisions that bring them together.

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The Customer Journey Begins With the Individual’s First Commitment

A customer journey should be measured from the first meaningful commitment—not only from the point of sale. This article shows how inquiry, conversation, trial, first purchase, repeat purchase, and lifetime value create one connected chain of evidence.

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Your Direct-Mail Package May Have Plenty of Benefits—and Still No Clear Reason to Respond

A direct-mail package can explain the product, list strong benefits and present an attractive offer—yet still fail to give the prospect one clear reason to respond. Two historical membership packages show what happens when the strongest benefit is buried or competing offers require too many decisions.

Featured Article

Articles

Your Direct-Mail Package May Have Plenty of Benefits—and Still No Clear Reason to Respond

A direct-mail package can explain the product, list strong benefits and present an attractive offer—yet still fail to give the prospect one clear reason to respond. Two historical membership packages show what happens when the strongest benefit is buried or competing offers require too many decisions.

Explore the Article Library

Browse current thinking on direct response economics, testing, creative judgment, lead generation, customer intelligence, and profitable growth.

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Direct Response Drives the Internet

The terms direct response and direct marketing are used interchangeably. They are strategic concepts. When fully understood, direct response is really one-to-one marketing.

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Logo Cops Kill Great Direct Mail Packages

Logo CopIf you have worked in direct marketing, then you have seen the Logo Cops in larger organizations destroy promising direct marketing campaigns.

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Don't Make These Mistakes In Small Business Lead Generation

Generation Duct Tape Marketing specializes in helping small businesses do a better job of marketing Lead Generation Barriers themselves.

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Direct Mail Still Critical to Successful Big Company Lead Generation

The volumes are low and the lists highly qualified. And that is in the area of Business-To-Business (B2B) lead generation for large ticket services or products.

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Email Out of Control

Spam is junk mail on steroids. We spend too much time trying to empty our overloaded inboxes. The best spam filter programs and ISP filters do little to stem the tide. David Pogue, one of my favorite technology writers said it well in his New York Times article entitled "We Have to Fix E-Mail." He wrote:

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Direct Marketing Principle: Retention Begins with Acquisition

A number of years ago I was interviewing for what I thought was my dream job until the hiring manager made this statement.

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Maxing Out Your Fundraising Direct Response Program

This is a question both fundraisers and commercial businesses have asked for years. The answer is complex and there is no simple answer. So here is a check off list to help improve fundraising ROI or target universe penetration.

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The Difference Between General Advertising and Direct Marketing

In effect, general advertising is truly an indirect selling strategy as opposed to direct marketing

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The Five Things to Consider Before Hiring a Marketing Consultant

You may be looking for a marketing consultant now or some time in the not too distant future. How do you find one? And once you do, how do you qualify them for your project or specific marketing challenge?