David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
Wednesday, January 2, 2013
Why Direct Mail Should Top 2013 B2B Resolutions
We hope business-to-business marketers will put "direct mail" high on their list of New Year's resolutions for 2013. Ken Pikulik, director of process and strategy at ResponsePoint, would agree. He recently reported that, in three recent campaigns for multiple clients, his firm saw a 12% lift in response rates by incorporating the use of letters and other mailers to supplement e-mail communications. "The trend speaks to the over-utilization of e-mail and the ease with which it can be discarded (i.e. ignored or deleted), as well as the strength of direct mail to capture users attention," he remarked in a recent article. But whipping out a 5" by 7" postcard is not enough to engage today's prospects and customers, he quickly added. Some of his tips include personalizing (smart use of variable printing and purls, for example); targeting (the right mailing lists); and attention-grabbing creative (dimensional mail, for example). For the full article, go to http://www.articlebroad.com/business/effectively-using-direct-mail-within-your-b2b-lead-generation-and-marketing-strategies.html
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