Category Archives: Direct Response

Continuity Marketing: Profit or Scale?

I had an interesting discussion on continuity acquisition strategy yesterday, which boiled down to two questions: Do we spend profitability, at break-even, or to penetrate (i.e. at a loss) at the margin? By profit, do we mean gross margin, marketing … Continue reading

Posted in Direct Response, Marketing, Philosophy, Strategy, Tactics | Tagged , , , , , | Leave a comment

2 LLCs and an SFDU: A Merge/Purge Fail

A couple of days ago, I was reminiscing about a great piece of direct mail I received last year. Yesterday, I received the opposite. This falls under the category of a merge/purge fail. As you can see here, there are … Continue reading

Posted in Data, Direct Response, Marketing | Tagged , , , , , | Leave a comment

Re-Seal the Deal: Category Repurchase

Three years ago today, I wrote about a great piece of direct mail I received from a local driveway sealer company. The piece had everything needed to make a purchase decision: a great offer, strong call to action, and perfect … Continue reading

Posted in Direct Response, Marketing, Strategy, Tactics | Tagged , , , , | Leave a comment

Buy Digital Directly. No, I’m Not Crazy!

Dr. Augustine Fou just published an interesting presentation, “You’re Not Getting What You Paid For,” which I encourage all marketers to read. The presentation lays out a number of the ways you–yes you–are being screwed in the digital ecosystem. In … Continue reading

Posted in Data, digital marketing, Direct Response, fraud, Media, Strategy | Tagged , , , , | 2 Comments

Before You Worry About Match Rates…

But before you get bogged down in match rate discussions, the more important strategic work needs to have been done up front. Never delve into tactics without understanding the mission and the strategy to accomplish the mission. Continue reading

Posted in digital marketing, Direct Response, Marketing, Media, Strategy, Tactics | Tagged , , , , , , | Leave a comment

Worst Ad Ever?

Who writes an ad without a headline? David Ogilvy said that when you have written your headline, you have spent 75% of your money. Continue reading

Posted in Direct Response, Marketing, Tactics | Tagged , , , , | Leave a comment

Decent Direct Mail

Every once in a while you get direct response that’s properly targeted. It restores my faith in humanity, even if the direct mail piece isn’t technically the best I’ve ever seen. Continue reading

Posted in Data, Direct Response, Marketing, Media | Tagged , , , | Leave a comment

AdTech Beware: The Rise of the Sophisticated Buyer

The sophisticated advertising buyer will be the death of ad tech. Using ad tech by itself doesn’t make you a sophisticated buyer. Continue reading

Posted in Direct Response, Marketing, Media, Predictions | Tagged , , , , | Leave a comment

Ignore “Three Rights” At Your Campaign’s Peril

I believe in the old “40/40/20” rule of direct response marketing which states that 40% of the performance of a campaign is dependent on the the list, 40% on the offer, and 20% on everything else. You can also think of it as the “Three Rights” which you must do correctly to for successful digital performance marketing campaigns. Continue reading

Posted in Communications, Direct Response, Marketing, Philosophy, planning, Tactics | Tagged , , , , , , , | Leave a comment

2017 Snapchat Buys: Cui bono?

The digital tsunami continues. Word today is that Snapchat is asking for commitments from the big agency holdcos for commitments to spend as much as $200 million on buys in 2017. That’s advertiser money, by the way. Why is Snap … Continue reading

Posted in Direct Response, Marketing, Media | Tagged , , , , | Leave a comment