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.
The Growing Complexity of Tracking Marketing Effectiveness
With the enhanced sophistication of today’s multi-channel marketing and loyalty programs, there is corresponding pressure on established evaluation processes.
What Is Your Big Idea?
Have you ever experienced this question from a client, a prospect or even your boss just after you made a well thought through presentation with a stated objective and key strategy? It’s as if the person asking the question had not listened to anything you said.
Notice: Direct Marketing is a Strategy, Not a Tactic
Misunderstanding the role of direct marketing in the marketing mix severely limits it’s potential as a key part of most any company’s marketing portfolio.
The 7 Steps to Creating Direct Mail Winners
Many such lists for creating successful direct mail exist out there, but they lack key elements. Perhaps you can suggest additions.
BtoB Lead Generation That Works
Most every direct marketing strategy becomes more sophisticated and effective with the advent of the Internet channel. And lead generation follows that same path.
Paper Communications Harder Hitting than the Internet?
He further adds that the Direct Marketing Association reports that half of all Americans prefer to receive advertising by postal mail.
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.