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


4 Things the Best Customer Referral Programs Have in Common

As a strategy and practice, customer referral marketing relies on the built-in trust factor of human relationships—and that’s what makes it such a, well, trustworthy way to generate warm leads and new sales.

A person looking to purchase, say, accident insurance will often ask family members, friends, and even colleagues, “Do you know of a good agent?”Read more


Creating an Effective Top-of-the-Funnel Lead Magnet

If you want to generate a steady stream of top-of-the-funnel sales leads, you need a dependable, relevant, compelling, worth-sharing-my-contact-info-for lead magnet.

Not simply an offer that gets people to “buy now,” but a strategic content marketing device designed to pull potential customers into an engaging lead nurturing process—so they’ll remember you, know you, “buy when they’re ready,” and keep coming back.

It’s easy to see why an effective lead magnet is the direct response marketer’s best friend. But it’s something that takes considerable effort to create, get up-and-running, and optimized for winning campaign performance. The good news is a well crafted and finely tuned lead magnet can help you meet (and why not exceed?) your top- and bottom-line business goals.

In this first of a series of three posts about top-of-the-funnel lead magnets, we’ll explore the DNA of a great piece of content: what it’s made of, what it needs to come to life, and how it takes shape. Let’s start at its not-so-humble beginnings.Read more


Improve Your Direct Mail Performance with Rapid Data Resources

When your company sends out a direct mail, your goal is recipient conversion, right? Interested customers will open the envelope to learn about your offer, and the most interested ones will take action—visit your offer’s landing page, call the toll-free number, return the reply card—and convert. Success!

But nothing can happen if your customer doesn’t receive your offer in the first place—or if what they do receive makes a bad impression. That’s why regularly putting your mailing lists (house lists and rented lists alike) into the care of a professional mail list and data processing service is essential.

Rapid Data Resources to the Rescue
You may not know about The Weinstein Organization’s Rapid Data Resources, designed to ensure your direct mail campaigns reach their potential. We provide a wide variety of mail processing services to ensure the highest degree of mail deliverability and postage savings for our customers—and in today’s competitive and budget-conscious marketplace, both make a big difference.

Of the more than 155 billion mail pieces processed by the U.S. Postal Service in 2014, 6.6 billion (4.3%) were undeliverable as addressed. What if 4.3% of your direct mail pieces didn’t reach their destination? Any amount of undeliverable mailRead more


You’ll Love These 4 Ways to Use Emotional Marketing to Boost Response

Which do you prefer? Option #1: “You may find this blog post interesting,” or option #2: “This delicious narrative is going to feed your desire for compelling thought leadership in the area of emotional marketing.”

We assume you find option #2 more, shall we say, provocative? It’s a little grandiose for a blog post, we agree, but it gets our point across: lifting a best practice from the emotional marketing playbook can change everything.

There’s a lot of science behind the study of emotive marketing—and some marketers specialize in its application for brand strategy, “scare-vertising,” or to encourage the viral distribution of social content.

All great uses.

But in this discussion, we’re going to start with a more conceptual wide lens and focus in on some proven tactics that canRead more