Are All Your Marketing Eggs in One Basket?

Thanks to guest blogger, Alan Rosenspan. In October 2013, the Direct Marketing Association (DMA) released the results of a study that showed direct mail is still the most important medium - despite the rise in digital marketing. "Traditional offline marketing, including direct mailers, was a $93.6 billion industry in 2012," according to the study by professors John Deighton of Harvard University and Peter Johnson of Columbia University. "Online marketing, which includes electronic ads, … [Read more...]

*YAWN* Does Your Call-to-Action Put Readers to Sleep?

“Buy now.” “Get my free ebook.” “Attend this event.” “Register for my teleclass today.” *YAWN* “Why should I?” If that’s not a question you’re asking yourself when you’re crafting a call-to-action, it should be. WHY? Because it’s definitely a question your reader is asking. Business bio-crafter extraordinaire, Nancy Juetten, posted a funny blog last month about her Y.A.W.N. system for selling, as in: “Y–ou A-bsolutely W–ill N-ot get the business when all you talk about is your generic … [Read more...]

Oops, Part 2 – Is there typo in your e-mail?

Shortly after I posted my e-mail about my embarrassing mistake in using “your” instead of “you’re” in one of my e-mail subject lines, I received 3 e-mails from colleagues – each with a typo. I promptly responded to each one of them, told them what happened to me and pointed out their error. They thanked me and while we might have each been a bit embarrassed by our mistake, we agreed that it wasn’t the worst thing in the world. We proofread our work and strive to be professional. However, … [Read more...]

E-mail Subject Line Personalization: Spam or Not?

"Emails that are not personalized with a consumer's name in the subject line generate a 3% click rate, equal to that of personalized emails, according to a study released by email service provider MailerMailer on July 19" and reported in DM News. The study also revealed that "Non-personalized emails outperformed messages with personalized subject lines with an open rate of 11% compared to the latter's 4%." Raj Khera, CEO of MailerMailer, said “If you just personalize the subject line, that's a … [Read more...]

Copywriting Tip: Make Emotion Part of Your Promotion

A few years back, Ethan Boldt, editor of Inside Direct Mail at the time (now Chief Content Officer at DirectMarketingIQ), interviewed me & wrote an article entitled, “How to Make Emotion Part of Your Mailer.” This topic came up in a recent discussion so I thought it was worth sharing Ethan's piece with you here. I think you'll find these copywriting pointers beneficial when creating your next marketing … [Read more...]