You spend a considerable amount of time and money producing your monthly client print newsletter. Having it tossed in the trash along with the 'B' pile (junk) mail is the last thing you want. Yet this happens every day to small business owners just like you. In fact, it's probably happening to you right now. Why? Because most monthly client print newsletters are not put … [Read more...] about 7 Print Newsletter Design Tips to Get Your Newsletter Opened & Read Every Time
Direct Mail
How Greeting Cards Can Be a Powerful Marketing Tool for Your Business
In business as in life it is valuable to learn that the only constant is change and a business that is not constantly changing and adapting to the changing environment will have difficulty surviving. In the past 18 months I have completely changed my marketing strategy for my business (1-800-PLUMBING INC). I realized that many of the tactics I used are no longer cost … [Read more...] about How Greeting Cards Can Be a Powerful Marketing Tool for Your Business
How to Use the 3 Most Common Direct Marketing Measurements
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
Lillian Vernon: A Catalog Business in the Age of the Internet
(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
Postcard Marketing: How Often Should You Mail?
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?