Monthly Archives: October 2012

5 Tips to Optimize Your Mobile Landing Pages7:00 am

By Melissa Cober

5 Tips to Optimize Your Mobile Landing PagesIt’s no secret that mobile marketing is one of the biggest trends in the marketing world today. Even direct marketing purists are beginning to incorporate mobile into their marketing strategies, because there is no denying that consumers are accessing web pages and making purchases directly through their mobile phones in astonishing numbers. That being the case, it is more important than ever to make sure that you create mobile landing pages that are optimized for conversion, especially if you are running a marketing campaign that features a QR code. Don’t let those mobile visitors slip away because you weren’t prepared for them! Here are 5 tips to ensure that doesn’t happen.

1. Fast Loading Time

One of the single most important things you need to consider when designing a mobile landing page, (and mobile sites in general), is the loading speed. Mobile users have notoriously short attention spans, and if your landing page loads slowly, they simply will not wait around for it. This means your mobile landing page needs to load in 5 seconds or less – any longer and visitors simply will not wait. Make sure your image file sizes are as small as possible, and consider asking your web developer to use image sprites. Your web developer should also be able to find additional ways to optimize your code for performance, so utilize them.

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Relevancy: The Key to Lead Generation Marketing Success7:00 am

By Melissa Cober

Relevancy: The Key to Lead Generation Marketing SuccessIn the direct mail marketing world, we have a common saying:

“Junk mail is just mail delivered to the wrong person.”

Now I know it sounds a little gimmicky, but there is actually truth in this saying, not just for direct mail but for all types of lead generation marketing. Junk mail ceases to be “junk” when the recipient actually needs or wants what that mail piece offers. At that point, it transitions into something useful, even welcome, especially if it solves a problem. The term “junk mail” refers, not to all promotional mailings, but to promotional mailings that were not relevant to the recipient.

This idea of relevancy is one that has been around for a long time in the direct marketing world, but is just catching on in other areas of marketing as well. More and more, marketers of all types are finding that relevancy can make or break the success of their marketing campaigns. It’s no secret that consumers generally don’t like advertising, especially when it is seen as disruptive. However, a big part of that dislike comes from the large amounts of marketing that is irrelevant to them. After all, who really wants to be bombarded with tons of advertising for things they don’t want or need?

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Shelf Life of a Mailing List: Getting the Most Out of Purchased Lists7:00 am

By Melissa Cober

Shelf Life of a Mailing List: Getting the Most Out of Purchased ListsWhen businesses dip their toes into the world of mailing lists for the first time, they often unwittingly make simple mistakes that jeopardize the success of their marketing campaigns. We know that being a first-time mailing list buyer can be tricky, because you simply don’t know what the best practices are. One of the most common mistakes we see with novice list buyers is that they’ll purchase or rent a mailing list, sit on it for a long time before using it, and then are surprised when their response rates are low. Respecting the shelf life of a mailing list is crucial to running a successful direct marketing campaign, so let’s clear this one up once and for all.

Why do mailing lists have a shelf life in the first place? Well if you think about it, people are constantly moving; in fact, approximately 1.2 million people move every month. That means a consumer mailing list that is even a month old can contain a large portion of outdated addresses, not because it was an inaccurate list, but because people’s addresses changed in the period of time between when it was generated and when it was used. The same goes for business mailing lists; new businesses are constantly starting up, many businesses move locations, and other businesses close their doors altogether. Of course a list with outdated addresses will garner low response rates, because no one is reading that mail! If you let the shelf life of your list pass you by, then you will have wasted a perfectly good marketing opportunity, and marketing dollars along with it.

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Direct Mail: The ‘Diamond in the Rough’ of Luxury Branding7:00 am

By Melissa Cober

Direct Mail: The 'Diamond in the Rough' of Luxury BrandingMarketing for luxury items is a very different game from most traditional marketing strategies. Most items can be sold based on the usefulness or efficacy of the product; luxury items, on the other hand, are not about selling a product so much as what that symbol represents, be it wealth, glamour, or power. Luxury brand marketing is first and foremost about branding, because luxury items have very little to do with necessity and a great deal to do with image and lifestyle. As it turns out, direct mail is especially suited to luxury branding; one might even say direct mail is the ‘diamond in the rough’ of luxury brand marketing. Let’s explore why.

As mentioned above, luxury marketing is not about necessity. As such, your marketing materials should have one primary goal: Capturing people’s imaginations. Allow them to imagine themselves living the lifestyle that your products represent. There is nothing more powerful.

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Tips for Split-Testing Your Email Campaigns7:00 am

By Melissa Cober

Tips for Split Testing Your Email CampaignsWhen I was preparing to send out my very first email campaign, I remember thinking that email marketing would be so simple. Boy, was I wrong! Any seasoned email marketer can tell you that conducting an email campaign, and a successful one at that, is a very tricky process, full of hurdles and straight-up uncertainty. It’s usually pretty obvious when a campaign falls flat on its face, but for other campaigns that seem to do alright, it can be hard to tell if your email marketing is really living up to its potential. Even worse, if you suspect that your emails could be performing better, it can be difficult to figure out exactly what will improve them. If you’ve ever been caught in this predicament, you might want to give split-testing a try.

Split-testing, or A/B testing, is a simple testing process that can produce outstanding results if done correctly. When it comes down to it, split-testing involves splitting your email list up into two or more separate groups, and sending each group a slightly different email. It’s that simple! The email that performs the best should give you an indication of what your readers prefer for future email campaigns.

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