How to Successfully End a Completed Visit to Your Website

Written By Mark Weinstein, President

When someone visits your website, whether it’s e-commerce, email sign-up, coupon download or lead generation, the focus is on getting them to take the desired action.  As it should be.  However, the last step in process, when you “thank” the visitor and confirm the desired action, is often overlooked for it’s potential.Read more


Multimedia is a Must

By Julie Determann, Account Supervisor

Do you continue to use one proven marketing channel to deliver promotional messages to your customers? If it works, why change it, right? Wrong! Nowadays you need to be smarter and more encompassing… utilize and test multiple communications modes to increase your overall response rate.

Don’t get complaisant. And more importantly, don’t be ignorant to the wealth of opportunities available to improve your marketing efforts. Challenge yourself to think outside of the box, in some cases the mailbox. Where else can you place your message to effectively reach your customers? Do they regularly commute past billboards, subscribe to monthly trade magazines or frequent similar establishments that offer co-marketing?Read more


Importance of Testing

testing a website

By Kara Monson, Account Supervisor

In my previous blog post 5 Super Bowl Strategies for Everyday Marketing Campaigns , one of the strategies I mentioned was making a marketing plan and the importance of testing.

Since testing is such a vital part of my day-to-day work, it deserves its own blog post. Voila!Read more


Big Brother Is “Micro-Targeting” You

Written by Kim Chapman - Account Executive

Political parties have been using marketing tactics for as long politics have existed. After all, isn’t a political campaign the act of marketing yourself to your audience?

One really smart way that parties have been marketing themselves in recent years is through the use of micro-targeting. Essentially, this is a fancy word for political parties using data to market at a more targeted level.

A lot of this work is done by campaign consultant groups. Not only are these groups collecting consumer data from data-housing companies, they are also merging this data with voter registration records. These records include important information: whether someone is a registered voter, with what party they are registered, and how often they have voted in past elections.

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The Long and Short of Email Copy

Written by: Mark Weinstein, President

Since it is important to quickly grab the attention of an email reader, most email marketers believe, and rightly so, that emails should be visually engaging, short in length and contain a very focused call-to-action.  Most often the goal is to get the reader to click through to a website or microsite.

We agree.  But, are there times when a long copy approach in email makes sense?  Yes.

In a recent series of tests for one of our retail clients we tested a long email with multiple visually impactful coupons versus a short email with one visually engaging coupon and clickable links to the other offers.  The coupon offers and the email broadcast dates were constant. We virtually saw no difference in open rates, click-throughs and most importantly, conversion to sale, between the two email lengths.

But, there are situations when email marketers should consider a bit more copy to engage the reader build relationships and increase clicks.

An Apple online computer accessories and supply company, Other World Computing, effectively builds relationships with its customers with a long copy approach.  Their emails have a friendly, conversational style that often digress into topics like support for the troops, and makes the reader feel he/she received a personal email.  However, throughout the email are tips, links to instructional videos and software updates, and many special, often limited-time, customer-only offers.

Time and Space Toys sells nostalgic collectibles and toys, such as Peanuts, The Grinch and Rudolph the Red Nosed Reindeer. They use a newsletter email format, offering details and images from a variety of lines and products. It's the email version of searching through a bin of goodies at a flea market.  Readers keep scrolling hoping to find a special discovery somewhere within the email. Collectors appreciate detailed information, and are willing to take the time to read through copy before clicking through.

If building relationships, sales and making your customers and prospects feel like there are real people on the other side, try a personal long-copy approach.  The results may surprise you.