Measure Your Campaign Success With these 7 B2B Direct Marketing Metrics

We run direct marketing campaigns because we need to make incremental revenues. Leads are fantastic, but revenue is the real gold at the end of the rainbow. Before we bask in its glow, we’ve got to consider our campaign expenses and determine if our efforts were really “worth it.” Well, how do we know?

Let’s look at some metrics and do some math (we’ll make it as painless as possible) to get a feel for how we can measure the bottom-line performance of our B2B direct marketing campaigns.

Under Pressure for Profits
The aesthete that lives inside the heart of each marketer must come to terms with the fact that even our proudest campaigns, with their gorgeous creative, motivating copy and compelling offers, must be exposed to objective, dollars-and-cents analysis.

But tracking and measuring campaign results is what enables us to get even more creative as time goes on. We learn what works—and what works best—so we can keep pushing the (direct response) envelope further. We can discover new ways to drive even more leads and encourage even more sales. And if we get really good at it, we can increase our budgets and expand our strategy, and….Read more


14 Ways to Stand Out in Your Customers’ Crowded Social Feeds

Your customers’ social media feeds have a life of their own. Their connections are posting, commenting, updating, and sharing—all day long—so they never know exactly what they’re going to find when they log into their account. A funny meme, cute pics of their neighbor’s kids, some snarky commentary on a morning headline? Probably! But what about an eye-catching post from your company?Read more


“Hello, Inbox!” Tips to Improve Direct Response Email Deliverability

What good is a brilliantly crafted direct response email campaign if the offers don’t make it to recipients’ inboxes? The messages can’t be read if they’re bouncing around cyberspace, and response rates suffer. Conversions aren’t what they could be—what they would be—if the campaign had optimum deliverability.

MailChimp defines deliverability as a way to measure the success at which an email marketer gets a campaign into subscribers' inboxes. The concept is actually quite complex, but the main point we want to make here is that there are things you can do to improve your email campaigns’ deliverability.

All it takes is grasping the basics and following some best practices. Shall we?Read more


The 3 Proven Techniques for a Thriving Lead Nurturing Campaign

 

You’ve got your lead, a potential new customer, now what? While you may feel your job as a direct response marketer is done, it really has just begun because it is sales that we are after!

Most leads don’t immediately convert to sales, regardless of where they enter the sales funnel. Most often the bigger the sale, the longer it takes. So, nurture them, court them, play the long game…however you want to describe the process, it’s time to build a relationship and encourage them to become active prospects—and eventually, customers—with a nurturing campaign.

From Lead to Prospect to Customer
The work of nurturing a lead may be frustrating for results-oriented marketers and eager salespeople. It’s only natural to hope—and tempting to expect—that a potential customer submits a web form or replies to a direct mail package because they’re ready to buy. Sometimes they are, and the sale closes quickly.  But more often, the lead needs some support “getting there.”Read more


The Anatomy of a Modern Direct Response Marketing Email

Find out how to develop an email message that generates interest, relevancy, and response using up-to-date email best practices.

 

Email marketing today isn’t what it used to be. The first email marketing blast was sent in 1978, and while it resulted in an impressive $13 million in sales,1 it was COPY-HEAVY, unsolicited, and probably the only digital offer the recipients saw that day.

Let’s face it, you (or your parents!) probably didn’t even know what email was in 1978, and SPAM was simply a canned meat product. Most people didn’t even get their own e-mail address until the late 1990s—at school or the office—when it was merely an innovative way to communicate person-to-person.Read more