Direct marketing and targeting go hand in hand. As a general rule targeted segments respond better than random segments, delivering a higher ROI. But can targeting be taken too far? Facebook and Ebay target their on-site advertising based on your profile and/or previous history. Which sounds reasonable. But life isn’t that simple. Make too many assumptions and you can alienate people. I give to animal, wildlife and environmental [...]
I’ve written about EON before, praising their excellent plain language marketing. Here’s another great email marketing campaign that arrived in my inbox this morning. In a clever collaborative cross-sell initiative, they’ve offered us a free water saving gadget for the shower. The gadget somes via a third party supplier savewatersavemoney.co.uk, Britain’s largest water efficiency shop. It’s a sensible [...]
A website is very much like any other piece of direct marketing. But it isn’t a one-off campaign, it’s permanent and ongoing. So it’s a good idea to revisit your site with DM in mind every now and again to make sure your focus is correct, especially when several people have their fingers in your website pie! If you’re doing [...]
Print speaks. But quality print shouts! It isn’t often you find a product that’s worth making a big noise about. But this is one of them. A friend showed me some mini-cards from moo.com today and I was blown away for the first time in ages. Digital print doesn’t always mean quality print. In a highly competitive sector where speed and price often come way [...]
As a direct marketer I don’t feel comfy unless I know exactly how much profit my marketing campaigns have made. To the penny! Offline marketing is traditionally divided into above the line and below the line campaigns. Below the line involves un-glamorous media like direct marketing and cheapo Direct Response TV. Above the line is fluffy stuff like glossy [...]
