Why do so many postcards fail at driving web traffic?
- By: Olivia
- On: 03/12/2010 19:28:28
- In: Direct mail
If you haven't done a lot of direct mail, you might be tempted to consider a postcard for driving web traffic. It's what one company did recently, with disastrous results.
The company was trying to drive traffic to an e-commerce site -- a site for which no marketing had really been done to date. So awareness of their premium product was non-existent, and the web site didn't really tell the story of why the product was unique.
The company asked us for a mailing list recommendation, and we developed a full direct mail plan, suggesting they test an envelope package and two different mailing lists, with separate landing pages to track results.
They didn't take our advice. They mailed a postcard that never addressed the "why should I buy yours" uniqueness of their product. They used one mailing list, and drove traffic to the home page of their web site. And as a result, they completely wasted every cent they invested in that direct mail effort.
TV Guide Direct Mail: Don't Trick Your Customers -- or Threaten Them
- By: Karen J. Marchetti
- On: 07/10/2007 17:37:43
- In: Direct mail
Direct mail efforts should always be guided by a logical, well thought-out strategy FIRST -- followed by the creative tactics. It seems that TV Guide has forgotten about strategy, and decided to lead with the tactical "direct mail idea of the week" plan to their customers, hoping one of the packages works.
Getting the most from the postcard format
- By: Karen J. Marchetti
- On: 06/27/2007 14:10:01
- In: Direct mail
Using a postcard? See how a postcard campaign from AIG could have been more effective in four ways: putting the key message on the front, writing the copy with a "you-focus", crafting an offer that really motivates, and better use of space.
How to evaluate your direct mail
- By: Karen J. Marchetti
- On: 05/06/2007 00:55:52
- In: Direct mail
A #10 window envelope from Thawte caught my eye, with its purple envelope flap above the return address area. The BACK of the envelope (uh oh) features a cool cartoon look. See how this direct mail package rates on these Direct Mail Moments of Truth, and what we can learn from this mailing:
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