I’ve been fighting a KPI (key performance indicator) battle recently. Setting appropriate KPIs is an essential part of setting up any marketing program. If the KPIs you use to judge success are off base, you’ll misjudge your program’s effectiveness and…
Why your direct mail prospects deserve a better offer Mike Gunderson (Gunderson Direct CEO) and I were talking about some trends in direct mail recently. We agreed on one crucial direct mail (DM) trend headed in the wrong direction —…
Tracking clicks is not the same as understanding your customer Marketing technologies have changed the game. Marketers have more data at their fingertips than ever before to help make deployment decisions. Attribution, metrics, and measurement rule the marketing decision set.…
Sugar and Spice and Keeping Things Nice, Part 1—The Creative Side In my 20+ years as an agency creative, I've had all sorts of relationships with various account people and in all kinds of flavors. Some of these relationships were…
Iterative testing leads to constant optimization and also protects you from a declining response rate. Direct mail is all about ongoing, iterative improvement. Establishing a control mailing — one that yields dependable, predictable response — is an essential step for…
Are You Ready to Scale Your DM Program? You’ve got some DM experience under your belt and it’s paying off—good leads, strong conversions, ROI even better than you’d hoped. Congratulations, you’ve dipped your toe. Now it’s time to dive in.…
I get it — it’s probably not your goal to be my #1 client. Even so, it’s my goal to be your #1 account manager at your #1 agency. But, I can’t do it alone. Everything’s better when we work…
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