Choosing the Right Channels for Your Direct Response Offer

Offline and online, traditional and digital, there are so many ways you can reach your customers with direct response marketing offers today. Email, postal mail, Facebook groups, SMS, LinkedIn ads, mobile ads, Twitter, referrals, webinars, magazine ads, signage, telemarketing…and so on.

Our multi-channel world is a dynamic place. From one campaign to the next, there’s always an opportunity to try (and test!) a new communication channel to reach people, make a connection, and drive engagement. That’s what makes this exciting—and perhaps a bit daunting.

“How do we choose the right channels for our next campaign?!”
There’s no single communication channel mix that’s going to work for everyone—or for every campaign, even if you hit on the perfect mix for your last offer. You can’t expect the same results every time unless you’re promoting the same offer to the same audience. (But even the best campaigns need to be tested from time to time!)

Since it’s easy to get overwhelmed, we’re here with some sound advice. When you’ve crafted a terrific offer for a defined audience and you’re ready to promote it, consider the followingRead more


The Art and Science of the Direct Response Marketing Cross-Sell

Whether you’re applying the Pareto principle to sales outcomes or burying yourself in any of the statistics fueling the customer acquisition vs. retention debate, one thing is clear: it costs more to attract a new customer than to keep an existing one.

Even so, direct response marketers tend to be so focused on generating new customers. Our sales teams cry for “more, more, more!” but what about maximizing sales with existing customers? If your efforts are a little “light” in the area of engaging current customers with cross-selling offers, it’s time to balance the growth equation.

Here, we’ll take a closer look at why it’s so important (to your bottom line) to retain customers through direct response marketing. We’ll also share some of the ways you can use well-crafted cross-sell offers to delight customers and help meet your sales goals.Read more


The Trust Factor: Building Confidence in Your Offer to Boost Response

Your marketing offer might be relevant, well written, and beautifully designed—timed perfectly and promoted through the right media channels—but if it’s missing the “trust factor,” it may not perform up to expectations.

People Buy From People They Trust
While this concept is inherently true, and all marketers are essentially working to build their trust with customers every day, you can’t assume that your prospective customers trust you—even if there’s an established level of brand awareness. They might not know you at all. This makes many Read more


3 Ways to Target Your Sales Offers With Digitally Responsive Mail

 

Digitally responsive mail is one of the best ways to reach engaged customers with targeted and timely sales-boosting offers. Let’s take a look at what it is, how it works, and what makes it so effective.

Direct Mail That’s Really Smart
You know how a traditional direct mail campaign works: you “drop” a compelling offer and creative, usually in the form of a postcard or mail kit, to mailing list contacts on a particular date or series of dates.

And you know how programmatic advertising works: you deliver highly targeted offers, based on demographic and behavioral data, to users while they’re engaged on a digital platform.Read more


Maximizing Success of Your Top-of-the-Funnel Lead Magnet, Part 3 of 3

If you’ve been following this blog series about top-of-the-funnel lead magnets, you know that you need a solid strategy to drive both the creation and promotion of your content and offer.

Since your ultimate goal is to attract and engage new customers, you can’t leave anything to chance—and that means your lead magnet’s action plan should address these best practices:Read more