The Art of Email Subject Lines: Avoiding DOA Status

Since the inception of the internet, email marketing has been one of the most important ways businesses can reach their customers and prospects. Even in the dawn of social media and other digital inbound efforts, email marketing still stands above the crowd. Why? There are several reasons.

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Cell phone

Who’s Opening Your Emails?

If you don’t know the complete answer to this question, you’re missing out on huge opportunities. Some marketers are under the impression that email marketing is dead. After all, 2.5 billion people use social media worldwide every day. With such a flurry of information available at people’s fingertips all day, every day, why would anyone ever continue using email marketing?

The short answer: because it works.

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Our 5-Point Checklist for Evaluating Direct Response Creative

How do you know if your direct marketing creative -- the integration of copy and design ­­-- is up to the task of connecting with the target audience and doing its part to drive a successful campaign? Nothing—no direct mail piece, email, website or social media ad—makes its way out the door without careful evaluation.

  • “It’s pretty” doesn’t necessarily equal “It’s effective.”
  • “That’s such a cool idea” doesn’t always translate to “It’ll resonate with our target market.”
  • “Wow, that really pops!” doesn’t mean “It’s on strategy.”
  • “I wouldn’t respond to that” doesn’t mean “It isn’t right for the target audience.”

Our creative team, which consists of art directors, designers, and copywriters, approach each project with a clean slate—and fresh ideas. But they also takeRead more


37 Power Words to Use in Direct Response Marketing—and Why

From the time we were kids, we’ve been told by family members, teachers, and marketing gurus to “use the right words” and avoid using the wrong ones. Most of us have figured out how to communicate effectively—in most situations, anyway—and we know how powerful words can be. The right ones can make your heart sing, and the wrong ones can cut like a knife.

Write the Right Words, All Right?
In direct response marketing, the right words can work like magic. Word choice is fundamental to creating a message that resonates and building an offer and call to action that performs. Let’s take a look at which words tend to “work” for today’s direct response marketersRead more


Understanding Net Present Value vs. Lifetime Value

Reading a LinkedIn article I came across the term Net Present Value (NPV). Wikipedia describes NPV as “the present value of money today compared to the present value of money in future, taking inflation and returns into account.” It’s However, I found the writer, Sallie Krawcheck’s, personal explanation more thought provoking: “the willingness to forgo earnings today, to invest smartly for more earnings tomorrow.”

Instead of applying to finances, economics and accounting, I started to think how NPV can be applied to marketing and customer relationship building. As marketers, we’ve been programmed to calculate something similar called a Customer’s Lifetime Value (LTV), the predicted net profit for the entire future relationship of the customer…but what about a prospect’s Net Present Value? Are they even worth acquiring? In the years to come, will they be worth more or less than they are right now?

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