Did you know that direct mail is considered by recipients to be the most trustworthy of all marketing channels? How honest are you? It is extremely important to create copy, calls to action and offers with complete honesty and transparency. This is not the time for a bait and switch or a poorly worded offer that is interpreted wrong. Direct mail is about respect; not only the recipient’s intelligence but also their time. Creating targeted offers they want to receive not only gets you better results, but also makes your prospects and customers happy. I like the quote by James E. Faust “Honesty is more than not lying. It is truth telling, truth speaking, truth living and truth loving”. Can your customers and prospects count on your direct mail pieces to be honest with them?
Did you know that according to a report from Forrester’s Retail Wave, smartphones contributed retail purchases of USD $1 trillion in the US in 2018? Imagine what it will be in 2019. Are you prepared? Your customers and prospects expect an easy mobile purchase experience, are you currently providing that? So how can you drive more mobile marketing response?
Your social channels are one of the first touch points for your customers. Facebook, Instagram, Twitter, LinkedIn, and other sites are all great tools to reach new customers, unite your communities, and engage your audience.
But there is no secret to social success; to perfect your social strategy, you have to do a lot of testing and measuring to find out what works and what doesn’t. Even the best Facebook advertising agencies go through the same process.
Over the last 28 years, I have seen a lot of good direct mail and a lot of mistakes. Sometimes they have been sad, like when a nonprofit had the wrong return address on their courtesy reply envelopes. They did not get any of the donation checks delivered to them. Other times, they been really funny. Like the time when a wrong phone number was put on the mail piece so when recipients called it they reached a sex hotline. That was pretty funny. The worst mistakes are the ones that cost you the most money, so learning what not to do can really help.
Have you started on your holiday email marketing strategy yet? Don’t wait any longer! For many marketers, the holiday period is busy and drives most of the profit in the year. So if you don’t get your marketing right for the holidays, then you could be in real trouble. Check out these top 3 tips for your holiday emails.