Comments on: Effectiveness of Email and Direct Marketing |The Importance of Integrated Marketing Campaigns http://bloggingmebloggingyou.wordpress.com/2008/05/07/effectiveness-of-email-and-direct-marketing-the-importance-of-integrated-marketing-campaigns/ Ed Lee's recipe for communications success: marketing, PR and Social Media poached in cyberspace. Yummy! Sat, 19 Jul 2008 22:50:50 +0000 http://wordpress.org/?v=MU By: Markdavin Obenza http://bloggingmebloggingyou.wordpress.com/2008/05/07/effectiveness-of-email-and-direct-marketing-the-importance-of-integrated-marketing-campaigns/#comment-36066 Markdavin Obenza Sat, 12 Jul 2008 19:54:49 +0000 http://bloggingmebloggingyou.wordpress.com/2008/05/07/effectiveness-of-email-and-direct-marketing-the-importance-of-integrated-marketing-campaigns/#comment-36066 What do you mean by "open"? I'm wondering if you can really equivocate an email "open rate" to the direct mail "response rate". What do you mean by “open”? I’m wondering if you can really equivocate an email “open rate” to the direct mail “response rate”.

]]> By: Barry Lauterwasser http://bloggingmebloggingyou.wordpress.com/2008/05/07/effectiveness-of-email-and-direct-marketing-the-importance-of-integrated-marketing-campaigns/#comment-36055 Barry Lauterwasser Wed, 25 Jun 2008 13:23:47 +0000 http://bloggingmebloggingyou.wordpress.com/2008/05/07/effectiveness-of-email-and-direct-marketing-the-importance-of-integrated-marketing-campaigns/#comment-36055 My experience with direct mail and email to getting responses, generating qualified leads that result in sales relies on four major components. 1. Your offer. 2. It's relevancy to the target 3. The timing of the offer 4. The "step" your asking your prospect to keep in mind. Any time a client has put together a great offer, timed it well with the prospect's needs, and picked the right target, the results are good. Unfortunately, many try half-hearted sales promotions, offer up nothing new, and the responses are dismal, leaving the marketer frustrated, believing direct marketing does not work. And marketers that are completely driven by stats are like people that run businesses completely by numbers. They miss most of the forest hunting for a few trees. While I think paying attention to some vital stats is important, I've known many, many marketers that get bogged down with analysis paralysis. And that's no good for a brand either. Everything you do does not have to have a return. It's tantamount to taking a woman on a few dates, and being disappointed because you've spent a few hundred dollars, and she won't marry you yet...LOL Like I said, when the offer is right, at the right time in her life, and you've done the right things, and those things are relevant in her life, she'll come around... Nice blog. My experience with direct mail and email to getting responses, generating qualified leads that result in sales relies on four major components.

1. Your offer.
2. It’s relevancy to the target
3. The timing of the offer
4. The “step” your asking your prospect to keep in mind.

Any time a client has put together a great offer, timed it well with the prospect’s needs, and picked the right target, the results are good. Unfortunately, many try half-hearted sales promotions, offer up nothing new, and the responses are dismal, leaving the marketer frustrated, believing direct marketing does not work.

And marketers that are completely driven by stats are like people that run businesses completely by numbers. They miss most of the forest hunting for a few trees. While I think paying attention to some vital stats is important, I’ve known many, many marketers that get bogged down with analysis paralysis. And that’s no good for a brand either. Everything you do does not have to have a return. It’s tantamount to taking a woman on a few dates, and being disappointed because you’ve spent a few hundred dollars, and she won’t marry you yet…LOL Like I said, when the offer is right, at the right time in her life, and you’ve done the right things, and those things are relevant in her life, she’ll come around…

Nice blog.

]]> By: Nancy Arter http://bloggingmebloggingyou.wordpress.com/2008/05/07/effectiveness-of-email-and-direct-marketing-the-importance-of-integrated-marketing-campaigns/#comment-35955 Nancy Arter Wed, 07 May 2008 21:54:01 +0000 http://bloggingmebloggingyou.wordpress.com/2008/05/07/effectiveness-of-email-and-direct-marketing-the-importance-of-integrated-marketing-campaigns/#comment-35955 Very interesting . . . and once again proves that tracking and measurement is so very important. Particularly now, as direct marketing channels expand (to Sue's point, you've got to consider social media, too), you've got to determine customer preference, market to that preference, then track your success in each channel. Well done -- and I can't wait to see your future results of your really cool work presented here. Very interesting . . . and once again proves that tracking and measurement is so very important. Particularly now, as direct marketing channels expand (to Sue’s point, you’ve got to consider social media, too), you’ve got to determine customer preference, market to that preference, then track your success in each channel. Well done — and I can’t wait to see your future results of your really cool work presented here.

]]> By: Mish http://bloggingmebloggingyou.wordpress.com/2008/05/07/effectiveness-of-email-and-direct-marketing-the-importance-of-integrated-marketing-campaigns/#comment-35954 Mish Wed, 07 May 2008 19:46:57 +0000 http://bloggingmebloggingyou.wordpress.com/2008/05/07/effectiveness-of-email-and-direct-marketing-the-importance-of-integrated-marketing-campaigns/#comment-35954 I would be interested in seeing metrics re: integrated campaigns. The way I see it, it can go either way. The person can be sick of seeing the message in the marketplace and NOT open the email or, it may be the deciding factor to act on the message. I would be interested in seeing metrics re: integrated campaigns. The way I see it, it can go either way. The person can be sick of seeing the message in the marketplace and NOT open the email or, it may be the deciding factor to act on the message.

]]> By: Ed Lee http://bloggingmebloggingyou.wordpress.com/2008/05/07/effectiveness-of-email-and-direct-marketing-the-importance-of-integrated-marketing-campaigns/#comment-35953 Ed Lee Wed, 07 May 2008 13:53:37 +0000 http://bloggingmebloggingyou.wordpress.com/2008/05/07/effectiveness-of-email-and-direct-marketing-the-importance-of-integrated-marketing-campaigns/#comment-35953 Thanks for the comment Sue - as an online communications consultant, and blogger, i think you should be wary of putting the tactics before the strategy or the strategy before the audience segmentation. Social media is a powerful communications tool for all marketers and communicators but it's not necessarily the right approach for every audience. So I guess my answer to your question is the very unsatisfying "it depends". it depends on the audience, on the campaign goals, on the client organization, on a lot of things. social media is important, and getting more so, but being tactic-neutral is always going to be paramount. Ed ps - way to pimp your blog! Thanks for the comment Sue - as an online communications consultant, and blogger, i think you should be wary of putting the tactics before the strategy or the strategy before the audience segmentation. Social media is a powerful communications tool for all marketers and communicators but it’s not necessarily the right approach for every audience.

So I guess my answer to your question is the very unsatisfying “it depends”. it depends on the audience, on the campaign goals, on the client organization, on a lot of things.

social media is important, and getting more so, but being tactic-neutral is always going to be paramount.

Ed

ps - way to pimp your blog!

]]> By: Sue http://bloggingmebloggingyou.wordpress.com/2008/05/07/effectiveness-of-email-and-direct-marketing-the-importance-of-integrated-marketing-campaigns/#comment-35952 Sue Wed, 07 May 2008 13:44:57 +0000 http://bloggingmebloggingyou.wordpress.com/2008/05/07/effectiveness-of-email-and-direct-marketing-the-importance-of-integrated-marketing-campaigns/#comment-35952 And don't you think that 'truly integrated communication plans' these days should also include social media marketing? Eclipse Marketing's blog talks about this and how slow the UK auto industry is being at making use of social media techniques. And don’t you think that ‘truly integrated communication plans’ these days should also include social media marketing? Eclipse Marketing’s blog talks about this and how slow the UK auto industry is being at making use of social media techniques.

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