Remember back in the old days of direct marketing? You know, before the digital age took over and companies relied exclusively on printed collateral for everything from marketing to billing to shareholder correspondence? If you’re too young to remember, suffice …
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What is this ubiquitous term – “Big Data”? Lately, it seems like we hear it in every conversation that pertains to marketing automation and data hygiene. In reality, Big Data is nothing new. It is already used by a variety …
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A traditional vertical funnel implies that once our leads drop in, gravity is pulling them inexorably towards a sale. In reality (as the graphic below shows), there are a myriad of opportunities at each stage for your visitors to fall …
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Business-to-business marketing lists are not a new phenomenon. Sales and marketing teams have been developing lists of prospective targets for years. These teams can find any target company, title and job function they seek from most traditional list suppliers. And …
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We’re big believers of the A/B Testing theory: Always Be Testing. As marketers, we make a lot of conjectures, but in the end, the only way to know for certain what works and what doesn’t is to test it. This …
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In an increasingly techno-savvy culture, digital marketing — with all of its sexy analytics and buzzworthy buzzwords — has put traditional direct marketing tactics in the corner. But even though budgets have a more diverse pool of marketing channels, these …
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As email marketers, we love to brag when we see incredible open rates on our emails, even though we know how fallible that metric can be. We continue to fight the inbox beast and work hard to stand out in …
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Revolutionary technologies like marketing automation extend and automate our marketing communications, so it’s easy to understand how many marketers fall into the 100/0 trap. 100% of their time, energy, and effort goes into finding and learning the newest, shiniest digital …
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The 40/40/20 rule, though not often talked about, still applies to email marketing and direct marketing in general. Once ubiquitous among the marketing elite, the rule has fallen down the memory hole. A rule once uttered as fact has now …
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By the time direct marketing was starting to be recognized as a distinct and effective way of advertising in the late 60s, a marketing innovator named Aaron Ward had already created a new paradigm for offering products to potential customers …
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