John Wanamaker, a 19th century entrepreneur, once famously made the statement, "I know that half of my advertising is wasted, I just don't know which half." Fortunately for today s marketers, there are scientific ways to determine which half is wasted, and which half is not, through the use of common direct marketing measurements. Advertising is, and has always been, part … [Read more...] about How to Use the 3 Most Common Direct Marketing Measurements
(Editor's Note: This interview with Ms. Lillian Vernon was first published on June 17, 2003. In 2003, she sold the Lillian Vernon Corporation). "The best way to predict your future is to create it." This quote from an unknown author best exemplifies Lillian Vernon, the remarkable founder of a mail order catalog business that bears her name. Lillian Vernon started her … [Read more...] about Lillian Vernon: A Catalog Business in the Age of the Internet
In postcard marketing, the old saying goes, "consistency is key." To reap the biggest rewards from a direct-mail campaign, you should follow-up your initial mailing with several others, on a carefully planned timeline. But then the question becomes: how much is too much? To that, the simple answer is: whatever is within your budget and makes sense for the message you're … [Read more...] about Postcard Marketing: How Often Should You Mail?
Are you are looking for a home business idea? If so, why not start a handwritten mail business? In the digital age, real handwriting is more special than ever. As it becomes increasingly rare, the opportunity for people with nice handwriting grows. I’m not referring to calligraphy, just neat handwriting. The market is huge, not only for handwriting personal invitations, … [Read more...] about How to Start a Handwritten Letter Service Business
Direct marketing is not as simple as typing a letter, adding an address and stamp, and popping it in the mail. There are some key golden rules to making your direct mailings work effectively. That doesn't mean that you have to spend more money in order to succeed. Far from it. In fact, you could find yourself spending less -- or at least spending more strategically -- than you … [Read more...] about Rules for a Successful Direct Mail Campaign