Direct Response Thinking for Decisions With Money Behind Them
These articles examine the questions that matter after the initial response: whether the economics are sound, the evidence deserves confidence, the customer journey is visible, and the result is strong enough to support more investment.
The focus is practical—Cost Per Sale, Cost Per Lead, customer value, testing discipline, targeting, CRM interpretation, creative evaluation, and the management decisions that connect them.
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Browse current thinking on direct response economics, testing, creative judgment, lead generation, customer intelligence, and profitable growth.
Think Big when Testing
When discussing testing with one of my respected fellow direct marketers, I mentioned that companies really hire direct marketing consultants to advise them of what to test
Consultant Credibility
After nearly 16 years of off and on consulting, the requirements for having fun and making a little money in the process revolves around one's credibility as a consultant.
How NOT to Get Fired from Your Marketing Job
This is not mine, but rather a question posed by a marketing leader of other CMOs and marketing executives throughout the US who are MENG members.
Just Cut the Top Off the Car!
Have you ever taken on a marketing project you just couldn't get your hands around because nobody was clear on the objective or even what questions to ask?
Email Strengths and Weaknesses
Email marketing continues to grow unabated despite the down economy. Companies use email for retention, acquisition, PR and BtoB lead generation.
Is There Really a Difference between Positioning Advertising and Direct Marketing?
The answer is partially "no" because today's branding advertising sells product harder than ever drawing closer to the direct marketing approach. Few clients allow their agencies to simply position the product.
The Unanswerable -- "What Will Be Our Average Response Rate?"
It comes about innocently enough from general agencies and large advertisers whose dropping sales are forcing them into the new world (for them) of the direct response strategy.
Advertising Agency Suppliers Beware !
Suppliers to agencies, here's a disturbing question for you. When your agency contracts with outside suppliers, will the agency pay your bill if their client does not pay? The agency... right? Wrong.
Terminology Abuse Kills Strategy
The advent of the internet phenomenon has attracted many new players to the direct marketing space. This is welcome news to professional direct marketers. But there is one area that continues to frustrate us.