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Direct Mail Marketing

Gianfagna Strategic Marketing / Blog  / Direct Mail Marketing (Page 4)
October 20, 2010
Direct Mail Marketing Direct Marketing Marketing Campaigns Marketing Strategy Social Media Uncategorized

What’s Driving Social Media Success? Traditional Marketing

Social media is all the rage in marketing, and with good reason. Just look at the numbers. Can you think of any other communications platform with more than half a billion users like Facebook? Or another forum where more than 90 million messages are posted every day, like Twitter? As people have flocked to social media, so have marketers. But new research by DDB Worldwide and Opinionway Research published in eMarketer reveals a surprising fact: The driving force behind social media success is outreach by brand marketers via campaigns...

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by jeangianfagna
September 27, 2010
Creative CRM Direct Mail Marketing Direct Marketing Marketing Campaigns Marketing Strategy Uncategorized

How Bad Direct Mail Can Sink a Customer Win-Back Strategy

Verizon says they want me back. But based on the direct mail package they just sent me, I don’t think they mean it. Reactivating lapsed customers is an important marketing strategy for every business. It’s easier to reengage a former customer than create a new one. If you’re using direct marketing to win former customers back, however, you’d better do it right. Here’s how a major marketer blew a customer win-back opportunity with poor direct mail, and five lessons for more effective win-back direct marketing. ...

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by jeangianfagna
September 9, 2010
B2B Marketing Direct Mail Marketing Direct Marketing Marketing Campaigns Marketing Strategy Uncategorized

Secrets of the Mailroom Trash Can: 3 Lessons for B2B Marketing

There’s a giant trash can in the mailroom of my office building in Cleveland, Ohio. Every day, it fills up with discarded business mail. Sometimes I peek in the can to see what my fellow tenants have thrown out, and it’s quite revealing. Here’s what I’ve observed as a casual mailroom trash inspector, and three valuable lessons from this experience for business-to-business marketers who want to develop a smart marketing strategy....

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by jeangianfagna
July 29, 2010
Direct Mail Marketing Direct Marketing Marketing Strategy Uncategorized

A Direct Mail List Mistake Lives On Forever

Ms. Jean Gianfagna is tired of getting Mr. Gean Gianfagna’s mail. When I started a marketing consulting business in Cleveland in the early 1990s, someone who was compiling a direct mail list of small businesses made a typo in my name. I became Gean Gianfagna on this list and the compiler assumed that I was a man. It’s hard to believe, but nearly 20 years later, I still get direct mail addressed to Mr. Gean Gianfagna. This address has been so wrong for so long that I instantly discard any...

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by jeangianfagna
July 8, 2010
CRM Direct Mail Marketing Direct Marketing Marketing Campaigns Marketing Strategy Uncategorized

Turn Leads into Sales with a Smart Marketing Strategy

The phones are ringing, web traffic is up, and the sales manager is telling everyone you’re a marketing genius. Your business-to-business lead generation campaign is a success! But before you break out the bubbly, remember that getting prospects to express interest in a product or service can be the easy part of business-to-business marketing. Converting those leads to sales is often a lengthy and complex process. Here's how to build a smart marketing strategy that engages B-to-B prospects and gets them to say "yes." ...

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by jeangianfagna
June 17, 2010
Direct Mail Marketing Direct Marketing Marketing Strategy Uncategorized

New Benchmarks for Direct Marketing Response Rates: How Do Yours Compare?

The 2010 Response Rate Trends Report is out from the Direct Marketing Association (DMA), and if direct marketing is part of your smart marketing strategy, this report provides valuable response and cost metrics you can use to benchmark the success of your direct marketing campaigns. Here are the key findings. ...

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by jeangianfagna
April 27, 2010
CRM Direct Mail Marketing Direct Marketing Marketing Campaigns Marketing Strategy Uncategorized

When Bad Marketing Happens to Good Customers

Loyal customers are a marketer’s best source of new sales and referrals. That’s why smart marketers treat their best customers like gold, and why earning customer loyalty is the goal of every smart marketing strategy. Except at Toyota. Their recent direct mail campaign to a loyal Toyota customer broke many of the rules of effective direct marketing and harmed a 25-year customer relationship. Here's why this campaign failed and what Toyota should have done instead. ...

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by jeangianfagna
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