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Mark Pilipczuk's blog by Mark Pilipczuk is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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Category Archives: Direct Response
Rediscovering Direct Mail
I get a kick out of articles like this one. The BBC author appeared surprised that A/B testing for marketing was invented–I’d say perfected–in direct mail. I guess us old dogs are responsible for some “new” tricks after all! Takeaway: … Continue reading
Three Simple Reasons Your Marketing Will Fail
You’ve labored mightily at your marketing efforts. Hours of careful thought about marketing objectives, followed by careful analysis of past test results. Then, even more analysis of lists and target audiences, followed by agonized copywriting and creative development. Lastly, double- and … Continue reading
Posted in Communications, Direct Response, Marketing, Philosophy
Tagged Behavior, direct marketing, psychology, rules of thumb
2 Comments
Seal The Deal With Good Direct Mail
Most direct mail these days stinks. Yes, that means the stuff your company is sending me. Generally it lacks: A strong offer Segmentation Good merge/purge I get too much mail in blank white envelopes without anything interesting on the outside. … Continue reading
Posted in Analysis, Data, Direct Response, Marketing
Tagged analysis, direct mail, offer, postcard, Pricing
2 Comments
Four Easy Articles to Improve Your Testing Today!
I’ve seen a few examples lately where the word “test” was bandied about when no such thing took place. One of my recent favorites was this article by the MD of a digital trading desk who claimed to be testing … Continue reading
Posted in Analysis, Direct Response, Education, Marketing, Rants
Tagged analysis, Bayes, experiments, statistics, test design, testing
2 Comments
Bottom-Up P&L
I was looking for a file this morning and stumbled across a P&L sensitivity model I built in 1998. I built the model while working for the continuity marketer International Masters Publishers, where I learned (and eventually taught) proper direct … Continue reading
Don’t Hire a Growth Hacker. Hire a Direct Response Marketer Instead.
I’ve had some conversations with clients and prospective clients who think they need a “growth hacker.” I finally did some reading on what a “growth hacker” does and I think Mark Macdonald’s article is one of the readable and rational … Continue reading
Posted in Direct Response, Marketing
Tagged direct response, growth hacking, silly Silicon Valley terminology
Comments Off on Don’t Hire a Growth Hacker. Hire a Direct Response Marketer Instead.
Yes, Doc Searls, Direct Marketing *IS* Advertising
Doc Searls, one of the authors of the Cluetrain Mainfesto (excellent book), blew it yesterday in his blog post. In it, he writes of the need of “real” advertising to exorcise the influence of Direct Marketing. It’s direct response, you … Continue reading
Posted in Direct Response, Marketing, Rants
Tagged advertising, direct marketing, direct response
1 Comment
What Doctors Can Teach You About Dashboards
I’m pleased that today’s guest post is from Chuck Ullan. Chuck’s a fellow direct response marketing disciple and analytics ninja who provided me with much wise counsel when we worked together at AOL. He now runs his own analytics firm, … Continue reading
Startups Channel Bob Hacker
And so should you. Most Internet startups probably have not heard of Bob Hacker. And the readers of this blog will either be disciples of his philosophy–perhaps without knowing the name–or have no idea what I’m talking about. Let’s talk … Continue reading
Posted in Direct Response, Marketing
Tagged direct marketing, offer
Comments Off on Startups Channel Bob Hacker
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