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Internet Direct Response Marketing Resources Result(s): 11 - 20 of 50
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In the old days of direct marketing, a leaky mailing list represented untold amounts of lost revenue, frustration and angst. Email has its own set of problems -- after all, the first rule of direct marketing is that your message must reach the recipient. There's nothing worse than having your legitimate email disappear into the black hole of spam filters, and it's a real problem that is only getting worse. EmailReach attacks this problem head on by running your message through a gamut of ISPs and spam filters to find all the problems before you actually send it out to the masses. They then try to retrieve your email from every major ISP and flag those that dump your email into a bulk folder. You get a report on why your email was flagged and suggestions on what you can do to change it (including technical changes), and then it's retested until you "test clean". The company claims that it can improve the performance of your email file by over 30% with its services. Subscriptions start at $49.95(US) per month. There's a trial that costs zippo so you can see how it works.
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Most any email marketing service provider worth its salt will allow you to track and analyze the success of your email marketing programs. However, comparing yourself to yourself can only get you so far. This site is full of email performance factoids from every study under the sun (you know, the ones you've been meaning to read for ages). All factoids are organized by subject from authentication to whitepapers. For example, in the "Newsletter" category we learned from usability expert Jakob Nielson that the average time allocated to a newsletter after opening is 51 seconds. In the "From Line" category we learned that 73% of email recipients make the decision to click on the "report spam" or "junk" button using the from line information (Email Sender and Provider Coalition). Also, according to a study conducted by email service provider Silverpop, the average open rate was 27% when using a company name or product in the from line, while emails that had a person's name (such as the company CEO) had an average of a 30% open rate. Stats like these can give you new ideas about what to measure and a benchmark for your own email marketing performance rating. The site is part of the international Email Experience Council organization.
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Enpocket delivers mobile marketing strategies to more 400 brands across Europe, Asia and the US, including Vodafone, Sprint, Nokia, Fox, Match.com, Levi's and Nike. They help marketers create mobile-ready content or to "mobilize" existing content, then deliver that content to targeted groups in the correct mobile format alongside a brand message. They then monitor and report on your mobile marketing campaign. At the time of writing, recent projects included the creation of Match.com Mobile, a subscription-based extension of the dating service's offerings. Samsung also used the service to offer mobile content to Samsung Fun Club members; while it's often difficult to come by conversion rates to assess the success of these cutting-edge campaigns, Enpocket does reveal that Samsung's first mobile marketing campaign achieved response rates of over 15% and a conversion rate of 2%.
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If you run sweepstakes, contests and the like, you know that between the prize and the legal details and the promotion of the promotion, things can get expensive. ePrize is a company that has long offered the ability to run a turnkey contest or sweepstakes where companies share the prize pot with other companies and all legal details and the like are handled as part of the package, but pricing has always been a fixed fee. Hence the Caffeine service, which brings a pay-per-click model to the contest/sweepstakes world. If you set up a promotion using Caffeine, you pay nothing until a visitor clicks on the promotion and registers with all the details you need, including an email address. Each qualified customer lead costs $1(US).
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This company offers both Click to Call and Click to Chat capabilities. It also offers VoiceCards, which are Click to Call buttons that you can embed within your email signature or in any email marketing campaign creative. The purpose of all these click buttons is to:
a) Get your prospect to take a step toward conversion via human-aided assistance; and
b) To give your sales reps on the other ends of the clicks opportunities to exercise those good old sales closing techniques that can only be experienced in real-world, one-to-one interactions.
A benefit of this service is that your site surfer's session information is instantly transmitted and visible to your sales rep, so the prospect doesn't have to go through the annoying process of explaining what he or she wants. The sales rep can enhance the chat by pushing informational Web pages to the caller's browser, which is known in the biz as "bi-directional collaborative capability". The chat can also be escalated to a phone session should the prospect desire. (This seems like a great tool for a dating or social media website, no?) The service also includes integration of online and traditional click marketing data and a Web-based dashboard tool.
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Want to find consumers or businesses that live near a certain location? There are many reasons why a DMer would want to do so, ranging from extending an event invitation list to tapping into a hot spot of product sales. That's when you need radial search. To build a mailing list (using Experian's online list builder) with this parameter, refine your search by "geography" then choose "radial search." Plug in a zip code and the mile radius you want to check. Using a local technology area zip code with a radius of 10 miles, this editor got a return count of 48,602 target businesses. Too many? Refine by business size or a slew of other options to get the exact list you need. Ordering your new list is as easy as 1-2-3. Prices vary depending upon the number of records and search parameters you choose. See the site for details and to try out radius mapping for yourself live online.
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The Facebook Ads network enables marketers to connect with target audiences on the Facebook social network. To do so, businesses first build pages on Facebook that
resonate with their desired audience. Their pages should be "with it" and contain everything a Facebooker would expect such as photos, videos, music and
Facebook apps. Companies can also incorporate apps that they built themselves, such as restaurant reviews, buying tickets on a movie page, creating a custom tee shirt
and so on.
Facebook's ad system virally spreads your brand messages through Facebook based upon member interests and activities (Facebook calls this network of activity and
connections the "social graph"). Conceptually, the ad network itself is distributed based upon member activity on the site -- and thus they are called
"social ads". A big part of this ad system is the encouraged use of referrals from one Facebook friend to another to share brand messages, which is why
companies are encouraged to provide great content and/or applications that are worth sharing within the network.
Advertisers have a Facebook dashboard to track how things are going and gain insight into their target audience. As an interesting aside, Facebook facilitates
member sharing of content, referrals and the like through RSS feeds and your advertisements can also be placed in the feeds themselves as sponsored content.
BTW, participating advertisers at the time of this writing include Blockbuster, CBS, Chase, The Coca-Cola Company, Microsoft, Sony Pictures Television and
Verizon Wireless.
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Vertster is a hosted suite of Web-based site testing and optimization tools. They offer this complimentary tool which will tell you whether or not you have enough campaign history to eliminate a lower performing ad. Simply enter your AdWords performance metrics, and you will receive a confidence interval figure which will give you an idea of how safe it is to eliminate the lower performing ad. While revisiting this site we were also pleased to discover a blog devoted to split testing and website optimization which is well worth checking out.
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Both local business listings and text-based ads are popping up all over Google Maps. Amazingly, you can get your local business listed at no cost: Google is using directory listings worldwide and mapping the location and contact details for every single one into a dynamic, scrollable, searchable map interface. Listings are accessible both by PC and mobile phone. Running a text ad on Google Maps is as simple as logging into AdWords, creating your ad and targeting based on location, type of business, walking/driving distance from a starting address, etc.
When Google Maps returns results, a listing of businesses that fit the search term appears on the left-hand side of the page. The graphical map interface appears to the right. Advertisements are clearly delineated, however, since the purpose of Google Maps it to help you find real-world destinations, all listings do interact with the map as well. For example, you can zoom in, view the business contact information and print precise driving directions from your driveway to your destination.
BTW, at the time of writing, advertising was popping up on Google Earth as well (on a trial basis) so if you click around you might find some. We love the fact that major stores like Target are starting to paint their rooftops with branding and advertising campaigns for the purposes of being identified on the satellite flyby photographs, and local businesses and homeowners are starting to sell their roof rights to businesses that want to be easily seen on Google Earth.
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In an attempt to create a one-stop-shop where you can discover and learn from online marketing gurus, marketer John Sikora created the GuruDAQ site. Here you will find a compilation of the top Internet marketing experts and their resources. In the spirit of NASDAQ, each guru's ranking is associated with a value or "stock price" based on site traffic, online longevity, number of site links and the clickthrough rate on each guru's profile. To keep things competitive, he posts a Winners and Losers list based on daily stock price guidelines. This is a relatively new site at the time of writing. Frankly, this editor is shocked -- shocked, I tell you -- that the publisher of this 10-year-old publication was not yet seen. Sniff. We've submitted him for inclusion and await our IPO. If you have suggestions or want to nominate a guru yourself, visit the site -- your participation is welcome.
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