Earlier this month, we launched our first-ever virtual conference and expo: Direct Marketing Day @ Your Desk 2011. (The entire program is accessible on-demand—and free—until June 17th. Click here to find out more.)
Among the 12 sessions that all received high ratings, the opening roundtable “Messages That Break Through the Clutter: 2011’s Winning Campaigns from Every Channel” was the day’s biggest winner and brought in over 500 folks. The big trends hitting email, direct mail, mobile and social media were discussed, along with many examples that are likely to succeed in 2011.
Featuring four top marketers—Alan Rosenspan, Carolyn Goodman, Gary Hennerberg and Neil Feinstein—on this hot topic, the hour flew by, and we were bombarded with questions. Needless to say, we weren’t able to tackle them all.
Here are four particular questions that we didn’t get to, but many marketers want to see answered:
1. What are some key ways to capture a local market, versus a global market, through emails?
Hennerberg: I think the best way to capture your local market is to work with a reputable email list broker who can recommend lists to you that are geographic based. There are several out there, but one that I use is TheListWarehouse.com. Otherwise, look at strategies to build your own list with an opt-in form on your website or social media that brings people to your offer.
2. Our agency understands the importance and impact personalization has on direct mail performance, however, our ability to leverage this information is often handicapped by our clients’ IT capabilities. How would you recommend creating the necessary urgency for our clients to drive such a significant (costly) change?
Rosenspan: Great question. I’ve been there, and it’s not an easy task. I have two suggestions for you.
- Take baby steps. Sometimes just one or two pieces of data can drive a direct mail piece. For example, I did a mailing for an insurance company that was trying to get existing policyholders to increase their insurance. The letter started with, “Dear
When you first took out your policy in <19xx>, a new car costs <$XXX> … a loaf of bread costs <$XXX> … a quart of mild costs <$XXX>. It’s a fact that inflation has reduced the value of your policy, and it’s time to increase the amount.”
This was very successful, and driven by just one data point—the year they took out their policy. The rest was public information.
- Use personal information when you present. What that means is that when you present your creative, use the client’s names’ in the work itself—not
. I’ve found that this dramatizes the idea of personalization, and clients seem to “get” the impact.