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.
Thursday, January 26, 2012
Consumers Prefer Direct Mail to E-mail Marketing
Despite the rise of digital marketing, consumers prefer direct mail over e-mail for receiving marketing messages, according to a new study by multichannel marketing company Epsilon. Direct mail trumped e-mail in almost every product category, including health, financial services, insurance and travel. Direct mail also was the favorite option across age groups, extending to the 18- to 34-year-old, digital-savvy demographic. For more details, see http://www.epsilon.com/download/consumer-survey-results-reveal-direct-mail-most-preferred-channel-receipt-brand-communicati
Tuesday, January 24, 2012
Sir Speedy and PIP Use PURLs to Sell PURLs
Franchise Services Inc.'s brands, Sir Speedy and PIP Printing and Marketing Services, are using custom-printed direct mail pieces to promote their services -- including use of a personalized url (PURL). "We're using PURLs to sell PURLs," explained David Robidoux, Franchise Services vice president of marketing. Ten times a year, the company drops around 160,000 mailers on behalf of 350 to 400 franchise locations, with each generally submitting 500-1,000 prospects. Each mail piece is customized with PURL response mechanisms, and some mailers even showcase three response channels — PURLs, QR codes and telephone numbers personalized to the location nearest the recipient. To read more, see http://chiefmarketer.com/direct/print/direct-mail/custom-mailing-purl-pi-sir-speedy-1208rhl2/
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