Too Much of Good Thing?


Written by Account Executive, Kim Chapman

A debate in the email-marketing world has been going on for over a decade: how often to send out emails.

When brushing up on my research, I found advice/factoids concerning this topic from the early 2000s all the way up to this past month. Here are some tidbits:

  • At a minimum, communicate with your customers once a month. If not, you are not staying top of mind.
  • Send e-blasts a maximum of once per week; click-thrus and opens both drop dramatically once you get more frequent than weekly.
  • Declining open rates could signify an increase of indifference towards your brand, possibly caused by over-mailing.
  • If you’re considering an email campaign more frequent than once per week, you have to ask yourself whether the information is really that time sensitive.
  • At a minimum, you should send weekly if you are selling a product or service.

While some of this information is helpful, it seems a bit contradictory. So what’s a marketer to do?

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The QR Code…or the Snap Tag?

Written by Janelle Schenher - Account Supervisor

QR Codes, or quick response codes, gained popularity quite quickly and generated buzz especially when companies like Best Buy and Macy’s started using them. QR codes are so simple and affordable for companies to integrate into their campaign.  Consumers then use their smartphone to scan the QR Code which took the consumer to either the company’s webpage or a special microsite.

It’s been hard for consumers to take to them.  They require a smartphone AND a special app to scan the barcode.  They haven’t been adapted as mainstream by companies either.

So is there an alternative to the QR Code?  Now there is…the Snap Tag.

The Snap Tag was developed by Spyderlynk.  It turns any logo or recognizes symbol into an interactive tool for mobile marketing.  The sample from Spyderlynk below illustrates the Snap Tag.

The Code Ring around the logo or icon is what is scanned.  But again, consumers must use a “special app” to scan the Code Ring that will take you to the website or desired response.

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If it’s Not Broken, Don’t Fix it!

Written by: Julie Determann, Account Supervisor

EVERYONE knows about the Bed Bath & Beyond 20% OFF coupons. We selectively pick them out from our mailbox clutter, saving and stock piling them until needed…And, unfortunately for our wallet, that time comes along more often than expected. Every time a Bridal Shower, Graduation or Housewarming Party Invite arrives, we dig into our stack and head to the retail store, determined to purchase a perfect “cost-efficient” household gift.

Bed Bath & Beyond has successfully developed a well-known and coveted direct mail identity. These fun jumbo postcards have been arriving in our mailboxes for years. They are simplistic in terms of design and copy. No fancy product or store pictures, just big, blue and always 20% OFF.

Best part, these coupons we’ve grown to love never expire. Cashiers do not even check the expiration date because the coupons are always valid. They are also always for the same set amount 20% OFF a single item. Occasionally we might even get a surprise, “20% OFF an entire purchase”. As an added bonus, we have the ability to use “up to 5 coupons” per shopping transaction. Why would anyone choose to shop elsewhere? At Bed Bath & Beyond, you are guaranteed an automatic savings as long as you surrender your coupons.

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Is it Time You Made an App?


Written by Sean Enright - Marketing Intern

From someone who takes the train every day, you see lots of different people.  But most of these people are doing the same thing, using their iPhones and iPads.  And as an iPhone owner, I can’t help but want an iPad too.  As a direct marketer, I think about how a company can market apps to these people using these devices.

When I was reading an article on this subject, I saw a mistake that many people make when creating a mobile app.  People tend to overlook ways to market the app successfully.

There are a lot of ways that a person can market their new app.  Marketing in creative ways is very important when coming up with a new idea.  In the article they discussed 12 ways to market the app.  I thought three were most important and interesting.

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What Would Don Draper Do?

Written by Kim Chapman - Account Executive

Thanks to the hit TV show "Mad Men", when I tell people that I work at an advertising agency, I wonder if they picture me sitting around all day drinking whiskey on the rocks, coming up with an uber-creative idea for the next big brand, and asking myself, "What would Don Draper do?"
While some of that is partly true (definitely not the whiskey part), the reality of work at a direct marketing agency involves a whole other side.  The left side... of the brain.
Direct marketing is a different animal from general advertising.  It’s a scientific animal, in which you can use a clear call-to-action, track response and ROI, and then over time improve these measures by finding out what works, and what doesn’t.  (Aka, testing, testing, and … more testing.)
General advertising can be potentially effective at building someone’s emotional awareness or engagement with a brand. But if you want proof of impact on your bottom line, direct marketing is the way to go. This is always a good thing, especially for those with tight budgets.
A good direct marketing campaign will make sure not to use too much unbridled creativity, and a good amount of science (left brain) to ensure that your campaign is successful.