Planning for Fall & Beyond
2011 Has Encouraging News for B-to-B Mailers & Fundraisers
Whether you are a business-to-business mailer or a fundraising professional, we have some exciting news to share on proven strategies and other authoritative information to help you generate more sales or, in the case of fundraisers, additional gifts this year. B-to-B media spending is growing. Even with a sluggish economy, response rates are up. Charitable giving is up, too, and fundraisers can have a bigger piece of the pie if they are willing to consider the latest donor acquisition tactics. Learn how to cash in on improved response rates.
What’s Working
E-Marketing Gets a Boost From Direct-Mail Partnering
Retailers eager to develop their e-marketing potential can get an extra boost from traditional direct mail. Ongoing e-mail targeting is more successful in registering prospects if combined with direct mail pieces with distinct landing pages, advises Allan Whetzel, director of client services for the Mob Media agency. The direct mail “allows the retailer to create a very nice e-mail list, and it also allows it to track engagement beyond just store coupon redemption,” he explains. Direct mail is a great partner for other electronic channels, too. “Mail is still the best way to drive prospects to a call to action, to websites, microsites, YouTube and social media outlets,” asserts Grant Johnson, founder of Johnson Direct LLC. “We have seen a huge increase in demand from firms trying to use direct mail more effectively to drive results,” Johnson reports. Add postal addresses to your e-mail names.
What’s New
Social Media Usage Booms, But Its Marketing Pop Is Iffy
Social media may be the new hot button for marketers, but its effectiveness is not yet clear. According to a survey of more than 500 clients of Silverpop, an e-mail marketing and automation platform, e-mail subscribers to its clients’ brands outnumbered their Facebook “likes” by an average ratio of 70-to-1. The average ratio of e-mail subscribers to Twitter followers was 90-to-1. So it should come as no surprise to know that MerchantCircle, the local business-owner network, found that while Facebook ads had fans among business owners, the ROI on those ads was questioned.
Looking for ROI? Ask about proven multichannel lists.
Industry Survey
Do you plan any co-registration programs in the next 12 months? (Click one) YES NO
Results of previous Industry Survey: 52% of respondents say they plan to purchase lists directly from online sites in 2011.
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