Direct Mail

Tips on marketing with direct mail (sales letters, postcards, packages, dimensional mailings, etc.) and on lifting response with same.

8 Ways to Leverage Case Studies in Your Other Marketing Communications

December 18, 2016 by 2 comments

Recent surveys of technology buyers have consistently shown case studies to be among the most influential and most viral of all marketing collateral. {1}

But many technology marketers don't seem to realize that case studies are also amongst the most versatile and powerful forms of marketing communication when it comes ...

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13 ROI-Boosting Tips for Promoting Your Next White Paper – Part 3

July 2, 2016 by Leave a comment

In survey after survey, technology buyers have named white papers the form of marketing content that influences them the most when they’re making purchasing decisions.[i] So, it’s not surprising that technology companies produce thousands of white papers each year.

But that abundance creates a problem for technology marketers: How do ...

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7 Quick Tips for Generating Leads With Free Information Offers

October 13, 2010 by Leave a comment

I’ve written several times on the value of free information offers (white papers, case studies, tip sheets, etc.) for generating leads. So today, I thought I’d give you seven quick tips on how to use those offers more effectively. Here they are:

1. Select a narrow target audience and focus ...

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Get Fat, Get Noticed: Increase response by adding some “bulk” to your direct mail

August 10, 2010 by Leave a comment

One of the big challenges of marketing with direct mail is getting your prospect to open it.

One way to overcome this obstacle is to include a “bulky item” in your envelope, something that adds some thickness – perhaps a curious bulge – to you mailing.

Some may scoff at ...

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13 Ways to Generate Leads with a Sales Letter or Email

May 11, 2010 by Leave a comment

One of the most effective ways to generate leads in B2B is with a brief letter or email offering valuable information to a well-targeted list of prospects.

Here are 13 different ways to use this technique to generate leads for your company.

1. Offer a free white paper or special ...

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How to Double or Even Triple your Lead Generation Campaign Response

April 14, 2010 by Leave a comment

Want to significantly increase your response rate and ROI from your lead generation campaigns?

Use a bait piece.

What’s a “bait piece”, you ask?

A bait piece is any information product you offer for free, as “bait”, to “lure” your prospects into giving you their contact information. It can be ...

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A 5-Step Process for Building a “Rent-Free” B2B Lead Generation Mailing List

April 12, 2010 by 1 comment

Most B2B technology companies wait for prospects to come to them – to find their website, respond to an ad, visit them at a trade show, etc. – before adding them to their mailing list. This is the “opt-in” method. Most of the rest will mail to rented lists, and ...

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B2B Mailing Lists: Rent vs. Build – the Pros and Cons

April 8, 2010 by 1 comment

For delivering marketing messages to a precisely targeted audience, two of your most potent weapons are direct mail and email. But to use either effectively, you need a precisely targeted mailing list.

To obtain a high-quality mailing list, you have two basic options: rent or build. Here’s a quick guide ...

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Direct Mail Offers Growing Opportunity For Savvy B2B Technology Marketers

March 16, 2010 by Leave a comment

With their budgets slashed and added pressure to turn in positive results, marketing departments everywhere shifted expenditures in search of higher ROI in 2009. The trend was decidedly towards online media. Especially email.

Surveys indicate this trend will continue in 2010. A DMA benchmarking survey found 70% of marketers plan ...

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