15 E-Marketing and Direct Mail Tips for Success
Aud dev tips to help you through the economic recession.
A recent National Trade Circulation Foundation, Inc. (NTCFI) luncheon entitled “Drill Down and Discover More Tips to Succeed” offered attendees some food for thought regarding direct mail, e-marketing, telemarketing and other important topics. Below are some of the highlights of the discussion between panelists Brian Snider, president/CEO, GRI Marketing Group, Jim Katz, VP sales and business development, RealMagnet, and Philip Scarano of Triad Services:
1. Save money in direct mail by reducing the size of the package.
2. Looking at every single aspect of an email campaign could boost conversion rates by 20-30 percent—confirmation page, from line, subject line etc.
3. Think outside of the box: partner with advertisers to create a newsletter targeted to a specific audience and solicit subs at the same time.
4. Relevancy is the key to email marketing now— sending the right message to the right person.
5. Give your telemarketer a dollar cap for calling. You can always go back later if need more responses.
6. If your print run for a promotion is small, ask the printer to gang run the job with a larger run from another company to save money.
7. Clean up unsubscribes and bounce-backs immediately to reduce costs for future blasts.
8. When using a purchased email list, if you get a high bounce-back percentage, say 30 percent, try to renegotiate the fee with the list broker.
9. Work with vendors to lay out plans for the entire year. You might be able to reduce costs with off-peak promotions or get a volume discount, such as with direct mail and telemarketing.
10. Use short forms and drive recipients to the Web to answer more questions.
11. If you need to ask many demographic questions, spread them across several efforts, to get a few answers at a time to not discourage response.
12. If demographics are not audited, take responses you do have and extrapolate across your universe.
13. If publisher says to cut the budget by X percent, translate that into a reduction in one-year circulation, direct requests or similar targets.
14. Look at email records: notices who never opens and deletes the emails.
15. No matter the economy, continue to test.
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