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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Browse current thinking on direct response economics, testing, creative judgment, lead generation, customer intelligence, and profitable growth.
Should Branding Drive Direct Marketing Creative?
In some refreshingly frank language, H. Gordon Lewis, expert copywriter and author of 31 books as well as David Lewis, President and CEO of Merkle commented on this very question in the October 29, 2007 issue of DM News.
What Kind of Response Rate Can We Expect?
Let’s confine this question to acquisition and customer development activity. Let’s also broaden it to include email and direct mail.
How Often Should I Mail?
In some refreshingly frank language, H. Gordon Lewis, expert copywriter and author of 31 books as well as David Lewis, President and CEO of Merkle commented on this very question in the October 29, 2007 issue of DM News.
True Leaders Believe in Something Greater than Themselves
Are we not all looking for bosses and leaders with vision who can lead us to climb that next mountain to discover the thrill of success?
13 Most Powerful Direct Response Words
While doing a search on Target Marketing Magazine’s web site, I found this interesting list of the most powerful words used in direct response copy.
Talent Crisis Aggravated by Poor Leadership
I was reading a blog from a recruiting firm recently bemoaning the escalating talent shortage as baby boomers retire. Depth of expertise lags behind demand in numerous industries. In fact, the writer postulated that this shortage was driving companies to go outside of the US for talent.
Give Your Creative Work Hypnotic Power
In my mid twenties, I made a remarkable discovery that changed the way I looked at the direct marketing creative process.
The Cell Phone Carriers Drive Me Up the Wall
I just came from one of the major mobile phone carriers. Every time I go there, I find myself liking the industry less after each experience.
What Causes You to Open a Piece of Mail or an Email?
This perennial question came up on LinkedIn’s Q&A where members ask questions of their network. The last time I checked, there were 17 answers to this question.