Month: August 2007 | eMarketing Innovation Insights

Internet Marketing Can Promote Your Local Business

There is a common misconception of internet and online marketing that it’s only for global customers. It doesn’t apply to businesses that only have local clients and customers. This thought is dead wrong, focusing on a local market changes how a site should be structured, but it should still be a featured piece of the marketing

Do Your Web Forms Offer a Fair Return for a Visitor’s Information?

Everyone that works with e-stores and e-commerce has some awareness of conversion. The goal is to set the site up in a way that the highest numbers of visitors complete the sale and checkout. Unfortunately those lessons are often forgotten in other applications. Any form on a website should ultimately have an eye on what

Reason 7: Email & Direct Mail Provides Different Next Steps

The final reason that Direct Mail can be a nice supplement to email marketing is that they lend themselves to separate next steps. For example, email is great for linking back to your website or a landing page. That is a little more difficult to do through direct mail as the recipient has to type

Reason 6: Email & Direct Mail Provides Different Touch Points

Many studies have been done regarding how many times you need to communicate, or touch, prospects before they take action. In direct mail and email the median number typically comes out between 6 – 10. That can be a lot of times to interact with prospects without a plan. Including direct mail with your email

Reason 5: Direct Mail and Email Provide Varied Ways to Communicate With Your Audience

There can certainly be too much of a good thing in online marketing. Even the best email campaign can suffer from fatigue if its provided so often to the audience that they tune it out. Sometimes the most engaged subscriber will only pay attention to a portion of your message. Direct mail can apply that

Reason 4: The Audience Doesn’t Want Email

This is an aspect that my example did successfully. They made me proactively opt-in to get email rather than direct mail, however, many people don’t. In the fervor to cut marketing costs some companies have switched all communications over to email, no exceptions. I’ll ignore the obvious problem of that not being an opt-in list

Reason 3: Direct Mail Is Still Working?

The most confusing benefit of direct mail that gets thrown aside when doing email is when direct mail is working. Is delivering email cheaper than direct mail? Of course and it can be a valuable way to cut costs. However, it needs to be on the prospect’s terms not ours. If the prospect is happy with the direct mail