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.
Featured Article
Featured Article
Explore the Article Library
Browse current thinking on direct response economics, testing, creative judgment, lead generation, customer intelligence, and profitable growth.
The Over 60 Market Consumes Traditional Media and The Under 60 Market Consumes the Internet
In her October 6, 2007 New York Times article entitled The Web, Despite Its Promise, Fails to Snare Iowa Voters, Julie Bosman compares the effectiveness of the Internet in the presidential campaign in Iowa versus New Hampshire.
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.