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How-To: 8 Direct Mail Tactics for Building Engagement
One of the primary advantages of using direct mail is the ability to divide and conquer: Your letter delivers a personal message and makes an offer. Your brochure demonstrates features and dramatizes benefits. Your order form calls for action and eases response.
Each piece performs a specific function and, because each is dedicated to that function, does a better job than a mailer that attempts to do everything simultaneously. With that in mind, consider testing an appropriate insert or invo [...]
Posted: Wednesday, July 9th 2008
How To: Deploying and Managing Effective Online Lead-Gen Campaigns
Marketers are under significant pressure to generate trackable ROI on online ad campaigns. This isn't easy when most online media charge for impressions or clicks, which may never convert to leads.
Cost-per-lead (CPL) campaigns enable marketers to pay solely for leads. And while online lead-gen is stigmatized – mostly for [...]
Posted: Wednesday, April 9th 2008
How-To: 10 Low-Cost Business Marketing Tips
"When marketing is continuous and targeted rather than occasional and shotgun, business gets easier," writes co-author Joanna Krotz of the Microsoft Small Business Kit.
"If prospects have a positive view of your wares and reputation before you call or before they start shopping, you're that much closer to nailing a sale."
Her 10 low-cost marketing tips follow:
1. Make customers feel special. People respond to recognition. Starbucks, for example, encourages bari [...]
Posted: Wednesday, March 12th 2008
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