In this new digital world, most businesses question the effectiveness of direct mail marketing. In reality, direct mail is more effective than ever when properly targeted. In an October, 2012, article, The B2C business site says, “Bias towards direct mail marketing as obsolete or out of touch must be cast aside. . .[I]t does drive leads and sales much more than most online marketing strategy.”
Continue reading
Instability through out the economy has brought out a number of opportunistic scammers. Consumer complaints about scammers have skyrocketed.
In this environment it makes it even more important for you to consider leveraging a little bit of the real estate of a marketing campaign to convey a message of trust to your prospects. Continue reading
Mobile marketing—and by extension, QR codes—is so appealing to marketers because it promises to find consumers wherever they are and to be available wherever consumers look. Mobile is its own medium so much as it’s an adjunct to almost every other channel. A mobile device is another computer for consumers, only better because it’s always with them and always on. It’s a terrific way for marketers to communicate and it’s an easy way for consumers to respond to direct marketing.
Years ago, direct marketers were particular about the response channel consumers used because that was how they were able to measure results. If you wanted consumers to call a particular 800 number, you’d be disappointed if they decided to shop at a retail store instead. You wanted to capture that person’s data in order to measure response. Budgets were often segmented by media, and direct marketers didn’t get credit for responses that came through other channels.
Now, especially with ubiquitous mobile devices, more media are more measurable, and marketers can count—and celebrate—almost any type of responder. Best of all, you can provide whatever kind of experience a consumer wants—online or offline—wherever that consumer happens to be. The sooner marketers remove those barriers to response, the better and more competitive they will be.
A Marketing Toggle Switch
QR Codes allow instant access to a mobile site, even when consumers may already be at a marketer’s location.
A QR Code on a hangtag, poster or storefront gives almost instant gratification. Just by snapping a picture, consumers can get authoritative information without having to ask a salesperson who may or may not have the data they’re looking for. QR Codes have even made their way onto high-end restaurant menus, so you can learn about the provenance of the organic mushrooms you’re eating.
From a marketing point of view, you can offer consumers a seamless brand experience without having to depend on a salesperson.
The drive behind many demand generation campaigns is to collect valuable data on prospects, stuff like name, email, phone number, company and maybe title. Appended third-party data can provide deeper insight into the company with info like revenue, industry, number of employees, and more. With this data in hand, you can perform personalization and simple segmentation. But what is that worth to your business? Continue reading
How are mortgage leads generated? Mortgage marketing has many facets; using direct mail in today’s market seems to generate the most response. Mortgage leads are generated from a large variety of sources, which can be compiled from the large database warehouses using automated valuation models. There are lots of sources out there that offer pretty much the same data with some degree of variation. Mortgage leads are compiled through county deed recordings and tax assessor information. Mortgage leads are generated for conventional, sub-prime, hard money, VA, FHA, adjustable lenders and HUD.
Mortgage marketing has taken a turn and what used to work a few years ago, just doesn’t create the same response today. Today’s markets of falling home prices, along with more stringent lending regulations, has created a ever growing database of mortgage data that can’t keep up to date. In order to get a cleaner lead, we cross reference our leads against multiple sources, then utilize algorithms to combine and acquire the most accurate sources. A good mortgage lead can only go so far without proper tracking and reporting of the lead. Continue reading
The drive behind many demand generation campaigns is to collect valuable data on prospects, stuff like name, email, phone number, company and maybe title. Appended third-party data can provide deeper insight into the company with info like revenue, industry, number of employees, and more.
With this data in hand, you can perform personalization and simple segmentation. But what is that worth to your business?
Using cost of marketing campaigns or programs, you can derive the cost per lead and benchmark how one campaign performed stacked against another. Going a step further you can even see how many deals closed using this campaign. But that’s where it stops.
So how do you optimize your marketing database in a way that will improve future campaigns?
By running results of campaigns with segmentation, you can uncover small segments that work best for particular products. Continue reading
Data quality strategies are sustainable over the long run when they are approached with programs that provide a framework for data-centric projects. 
However, the absence of such programs in your organization should not make you exempt from embracing data quality as an important part of your marketing database. If you are building your marketing database, or are re-evaluating an existing one, consider the following items as you drive data quality into the plan:
Data quality is relative. In physics, the ‘Theory of Relativity’ posits that all motion must be defined relative to a frame of reference. The same holds true for data quality; your baseline should be measured relative to the purpose of its use. In other words, data lacks quality to the extent it does not satisfy the intended use. Continue reading
When a market is down and many consumers and investors are both in turmoil, it is often difficult to decide how to navigate the market. One way that many companies are able to stay working and able to keep a steady income along with steady clients is through a tailored mortgage marketing leads. In a time when most companies are cutting costs, and laying off workers, you have to breathe fire back into your marketing budget and reinvest into your company. 
Mortgage leads let you know who it is that is in need of your services at the time. People who are in need of mortgage related services no matter where the market is at the time, this means that it is a prime time for you to be able to come and help people who are having a difficult time financially or who need your help to be able to acquire a home. Continue reading
The emergence of variable data print technology has ushered in a new and improved highly personalized form of direct mail marketing. Marketers can now opt to contact consumers through a cross-media marketing campaign, directing individuals to access a campaign specific website using a personalized URL (PURL). An example of Personalized URL would be EX: www.JohnSmith.CampaignName.com.
Personalized URLs are gaining popularity in direct mail marketing for three main reasons. Continue reading
Effective and memorable direct marketing campaigns do not simply materialize based on luck; they require lots of hard work, planning, and strategizing. Don’t jump into your next direct marketing campaign with blinders on. Follow these 5 strategies to ensure your next campaign’s success!
1. Plan your campaign based on ROI rather than savings. Too many businesses get caught up in the process of trying to save as much money as possible in the initial phases of their direct marketing, without considering the high ROI that an effective campaign will garner. A dirt-cheap, low-quality mailing list may save you some money now, but your ROI will also be significantly lower than a campaign based around a quality list. Always keep the big picture in mind, and don’t let initial campaign prices distract you from what’s really important – making money. Continue reading