One of the newest marketing strategies in the direct mail or email mail world is the use of PURLs.  While PURLs (Personalized URL) allow you to easily track the effectiveness of your campaign and even obtain new information about your prospective clients, a PURL isn't anything if you don't have a solid campaign behind it.  As with any type of campaign, you have to make sure that you remember the basic rules about what makes a successful campaign.  Going back to Marketing 101, make sure that you've covered the basics.   Make an Irresistible Offer:  For any type of campaign to work, you ...

Study Shows Personalization Trumps Other Factors In Improving Direct Mail Response Rates In 2004 a study was commissioned by InfoTrends/CAP Ventures entitled The Impact of Color in Graphic Design.  The basis for the study was to show how color, when used boldly and well in a design, can greatly increase the response rate of direct mail campaigns.  While the study successfully showed that a color direct mail piece drew a greater response than a black and white piece, a closer look at the figures reveals something more interesting.  Personalization of the direct mailer was the most important factor in driving up ...

Direct customer feedback is by far one of the most invaluable tools available to businesses. While it may sound simple enough, doing so may prove a bit more complicated.  Customer feedback is useful when learning which of your marketing or advertising campaigns was successful, and also to understand your conversion rates. Most often when calling a business, you’ll be asked where and how you found out about them.  In hindsight, this is a good approach at finding out the success rate of your marketing, but beware of the data you are collecting.  Using a question like “How did you hear about ...