Category: Email Marketing

Many people don’t start email marketing because they don’t have a list to send to.  There’s two pieces of good news here.  The first is that you didn’t try to buy a list and blast out an email.  While that isn’t necessarily spam the productivity and conversion rate will be low.  The second piece of

Email marketing has become one of the most widely misused marketing media.  Because of that many myths, fears, and inaccuracies float around about how and if it should be done.  If, can be thrown out.  It can be done.  Many companies run valuable email campaigns that drive sales leads and revenue.  If one organization can

Many people try email marketing and get frustrated by the lack of results.  Usually they rent a list, hastily put a message together, and blast it out.  Then when they get no results, they complain that email doesn’t work.  Their email didn’t work because it’s spam.  Email marketing works if it is done intelligently and

There is a tendency in email marketing to obsess about the bad.  Some people look right past opens and click-throughs to the unsubscribe rate.  If they see 10 people unsubscribed they begin to panic thinking that the campaign has lost its effectiveness and it’s time to move in radically different directions.  Always have an idea

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

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

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

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

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

Email marketing and direct mail need different sets of information for execution.  Name and email address are a minimum for email.  Name and physical address are necessary for mail.  Of course, there is nothing stopping you from including a form on your website asking for addresses, company name, birth date, mother’s maiden name, etc.    However, there