Category Archives: Performance Tracking

Good email marketing is contagious

Posted on April 24, 2007 by mgadmin

You’ve heard the expression “viral” used to describe a concept or trend that sweeps the internet like wildfire. For businesses, “viral” refers to marketing that’s initiated by the company but carried out in large part by the company’s customers. Your … Continue reading →

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Reap the benefits of offer-specific landing pages for email marketing

Posted on April 13, 2007 by mgadmin

The people on your mailing list would have no trouble telling you exactly why they like the offer-specific landing pages: They click a link in your email and find themselves looking at a page full of information about exactly the … Continue reading →

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Turning email marketing click-throughs into sign-ups

Posted on March 23, 2007 by mgadmin

If you’re one of the many direct marketers scrutinizing your email marketing metrics, chances are you’re looking closely at the difference between email click-through rates and actual website sign-ups. Click-throughs, of course, are reason to celebrate. They mean that your … Continue reading →

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Who is measuring direct marketing KPI’s?

Posted on March 14, 2007 by mgadmin

Over at Direct, Ken Magill lets email marketers know “Why the CMO Thinks You’re an Idiot,” taking the industry to task for failing to measure results. Magill bases his dim view of the field on findings from a recent Jupiter … Continue reading →

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“Different” can make a big difference for direct mail offers

Posted on March 7, 2007 by mgadmin

Every month you get a mailer from a home services business offering a 10 percent discount on window washing. The mailer comes, you recognize it, usually you toss it, but sometimes (if you’re planning on getting the windows done) you … Continue reading →

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Our readers write: Direct mail frequency

Posted on February 26, 2007 by mgadmin

The owner of a mid-size business in a regional market wrote in with this question about direct mail strategy for introducing a new product: “If you had a choice of mailing to several communities one time (possibly twice) as opposed … Continue reading →

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Take stock of your 2006 direct mail marketing

Posted on December 19, 2006 by mgadmin

Whether your winter holidays are spent out of the office with friends and family or at your desk madly wrapping up year-end projects, chances are you’ll be taking a few minutes to reflect on the year that’s coming to a … Continue reading →

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Measuring direct mail campaigns: Let’s do the numbers

Posted on December 5, 2006 by mgadmin

Tracking response to individual mailings is a critically important part of evaluating a mailing list’s performance and your overall direct mail marketing strategy. Here is an overview of four key mail metrics: bounce rate, open rate, and click-through rate (for … Continue reading →

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Direct mail: Making those click-throughs count

Posted on July 13, 2006 by mgadmin

In the increasingly complex world of online marketing, having a targeted mailing list and a sending a great email offer are as important as ever. But a third factor has emerged as a critical determinant of direct marketing ROI: the … Continue reading →

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Measuring a direct marketing campaign’s effect on sales

Posted on June 15, 2006 by mgadmin

Never have consumers been courted and wooed as they are today, surrounded by branding, PR, advertising, and marketing campaigns urging them to try — and remain faithful to — a panoply of products and services. Consumers hear so many messages … Continue reading →

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