by John Riley | Nov 12, 2014 | Direct Marketing
Direct marketers test to prove what works. 1. Build a Laboratory for Testing. If you are striving for greater ROI, then you better get into the measurement business, and quickly. One of the essential truths of direct marketing is “If You Can’t Measure It,...
by John Riley | Oct 16, 2014 | Direct Marketing
A direct mail test and getting grilled by a future father-in-law Imagine that you are a nervous single guy in your late 20’s asking for your beautiful girlfriend’s hand in marriage. You want to propose the old fashioned way… down on one knee with the...
by John Riley | Oct 15, 2014 | Direct Marketing
Junk mail is mailed indiscriminately in large quantities. Today, Junk Mail died. Printers everywhere are mourning. Consumers and environmentalists are celebrating. Old school direct marketers are gasping. Postal carrier back muscles are feeling relief. I am in charge...
by John Riley | Jul 21, 2014 | Direct Marketing
The corporate language of a VP of Marketing Direct marketing may be the bean counter’s ultimate dream simply because, unlike virtually every other marketing media, direct marketing is 100% accountable. Metrics like response rates, click through rates, conversion and...
by John Riley | Jul 21, 2014 | Digital Marketing, Direct Marketing
Marketing Metrics that You Need to Embrace, Ingest and Amplify As a follow up to the “List of Marketing Metrics Your CFO will Love” we offer these additional crucial metrics that must be central to your campaigns. These are the numbers that your VP of Marketing will...
by John Riley | May 16, 2014 | Direct Marketing
How to use response analytics to measure the success of direct mail. I dream about direct marketing. I must be sick. This morning I woke up and had a vivid memory of my dream last night. No, I didn’t fall off a cliff and wake up just before I landed....
