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Articles, blogs, news, information, facts, study contributions, commentaries, personal experiences, interviews, videos and podcasts in direct marketing. Categories/threads

My personal opinion: The best non-fiction book in 2015.
Rainer Calandri

Direct marketing Contributions on direct marketing. Direct marketing is a form of advertising aimed DIRECTLY at companies, organizations, consumers or households by mail, e-mail or telephone
Email marketing Articles about direct marketing especially via e-mail or newsletter
Promotional mail Articles about direct marketing especially by mail to companies and consumers
Telephone marketing Articles about direct marketing, in particular telephone marketing with opt-in (= consent to call)
Target groups Articles about the correct selection and definition of target groups, data analyses and statistics for direct marketing
Text & design Tips for preparing advertising texts, newsletters, design aids, image selection, tools for direct marketing and production
Online presence Online presentation of companies to support direct marketing, websites, PR, Twitter, Facebook. Possibilities and design of the online presence

New Articles


How can e-mail campaigns be optimised?

Direct marketing via e-mail & newsletter  New Article 

Selling by e-mail campaign via optimised A/B split testing

Concrete application of A/B split testing in the area of e-mail marketing. How do A/B split tests function with e-mail campaigns and what should be taken into consideration. A useful guide for efficient and user-oriented e-mail marketing. More...


Is purchasing e-mail addresses sensible?  No!

Direct marketing via e-mail & newsletter  New Article 

Why is purchasing e-mail addresses not advantageous?

Why does purchasing e-mail addresses harm your marketing methods? A detailed analysis of how an inventory of e-mail addresses can be maintained wisely and why the value of purchased e-mail addresses should not be overrated. More...


What is direct marketing? General articles


Direct Marketing Without Being Annoying

What is direct marketing? General articles

3 Ways to Do Direct Marketing Without Being Annoying

For you, direct marketing is a valuable revenue stream. For others, it´s a potential annoyance. Unfortunately, the opportunity to make large volumes of sales in a short space of time has attracted a handful of unsavory characters to the direct marketing field. These characters ignore all formal protocol and break common law, just so they can add a few more dollars to their bank accounts. More...


Could your company be that stability and offer that ray of sunshine?

What is direct marketing? General articles

Keeping up with Clients with Direct Mail during Economic Storms

At times like these, there are leaders and companies who choose to cut back. Often, the first thing to be scrutinized and cut is the advertising budget. What could be the impact of that decision? Right now, your clients are also trying to balance their changed lives with new financial realities. In a time of upheaval, people like a little assurance of stability. More...


Direct marketing via e-mail & newsletter


How can e-mail campaigns be optimised?

Direct marketing via e-mail & newsletter  New Article 

Selling by e-mail campaign via optimised A/B split testing

Concrete application of A/B split testing in the area of e-mail marketing. How do A/B split tests function with e-mail campaigns and what should be taken into consideration. A useful guide for efficient and user-oriented e-mail marketing. More...


Is purchasing e-mail addresses sensible?  No!

Direct marketing via e-mail & newsletter  New Article 

Why is purchasing e-mail addresses not advantageous?

Why does purchasing e-mail addresses harm your marketing methods? A detailed analysis of how an inventory of e-mail addresses can be maintained wisely and why the value of purchased e-mail addresses should not be overrated. More...


Direct marketing via e-mail & newsletter

OpenEMM – the free E-Mail Marketing Software reviewed

What does OpenEMM, the free e-mail marketing softerware, offer? Which application areas can be covered by this software and how can users manage their e-mail campaigns with it. Overview and brief introduction of OpenEMM, an e-mail solution which is available for free. More...


What should companies pay attention to when using e-mail communication

Direct marketing via e-mail & newsletter

E-mail communication use and trends of German companies

Assessment of current usage statistics of the year 2015 in the field of “e-mail communication” within German companies. Indications of present shortcomings and current trends in business e-mails. Useful checklist with 6 tips for efficiency increase of e-mail communication in the B2B environment. More...


Follow the spam laws

Direct marketing via e-mail & newsletter

Dos and Don’ts of email marketing

In the last few years, email marketing has become quite popular. Email in itself has become the most preferred way of communication in various leading companies. Email can be used as a pretty effective method to boost the growth of a business. In this article we will discuss the dos and don’ts of email marketing, one of the most popular type of direct marketing. More...


E-mail marketing only allowed with the recipient’s permission

Direct marketing via e-mail & newsletter

Legal admissibility of advertising in service e-mails

Incertitude can quickly arise when wondering about how marketing e-mails should be composed, in order to skirt avoidable pitfalls. In this article, the legal framework for service e-mails is investigated. Thereby, the admissibility of advertising is considered in particular, as well as to what degree it is allowed. More...


Tips for the optical layout of newsletters

Direct marketing via e-mail & newsletter

The importance of the subject line + headlines when sending newsletters

Guide for operators of websites and online shops, which contains valuable tips and hints for the layout of newsletters. Beside the optical design, notably hints for the creation of optimal subject lines or headlines are given. More...


 Exploit the existing reach in order to increase campaign

Direct marketing via e-mail & newsletter

E-Mail Marketing: Exploit the existing reach in order to increase campaign

How important is e-mail marketing in the era of diverse social media and search engine optimisation? Article looks at responsive design as an element for e-mail templates and provides solution approaches for optimum e-mail marketing. More...


Where does the shoe pinch for the customer

Direct marketing via e-mail & newsletter

Is cold calling still contemporary?

Reflections upon cold calling in B2B and B2C fields. Suggestions for successful cold calls including a checklist for review and analysis of cold call campaigns. "Asking instead of saying" is the modern slogan of successful cold calling. More...


Email Marketing as Revenue Generator

Direct marketing via e-mail & newsletter

Email Marketing as Revenue Generator

E-mailing is still the norm in business communication. However, too few companies verify intensively the success of this means of communication. Current figures, how e-mails are perceived by customers and providers in general and which present trends this means of communication has in store, especially in marketing. More...


E-Mails: Kommunikations- oder Werbekanal?

Direct marketing via e-mail & newsletter

Email marketing: Become a millionaire in 10 minutes?

Successful email marketing costs lots of experience. Carry out different campaigns multiple times. First try out different subject lines for the best opening rate. Then different content for a better click rate. No campaign should fall below the minimum quantity of 25,000, as otherwise the results are statistically irrelevant. More...


Technical specifications for the sending e-mails

Direct marketing via e-mail & newsletter

Technical specifications for the sending of newsletters and e-mails

If you send e-mails or a newsletter to your own clients, then that"s usually OK. Basics Newsletter Marketing It becomes problematic when you send e-mails to unknown recipients. Because in most European countries you are only allowed to send advertising e-mails with opt-in. Opt-in means that the recipient expressly agrees to receive advertising e-mails. A newsletter is a sort of subscription. More...


Why shouldn

Direct marketing via e-mail & newsletter

Understanding e-mail marketing

If you send e-mails or a newsletter to your own clients, then that´s usually OK. Basics Newsletter Marketing It becomes problematic when you send e-mails to unknown recipients. Because in most European countries you are only allowed to send advertising e-mails with opt-in. Opt-in means that the recipient expressly agrees to receive advertising e-mails. A newsletter is a sort of subscription. More...


Getting eMails read:200

Direct marketing via e-mail & newsletter

e-Direct Marketing - getting emails read: Dealing with bounce backs..

The reason so many people say ‘I didn’t receive it’ when following up on an e-blast is because they didn’t register as having received your mail. And often the reason they didn’t register is because the content wasn’t relevant to them. Make sure you get your message right for your audience. It’s all very well thinking you don’t have the time to write several emails, but statistics prove that it’s worth the effort. More...


Getting eMails read:200

Direct marketing via e-mail & newsletter

e-Direct Marketing - getting emails read: Less is more

This may sound as though I’m stating the blindingly obvious, but make sure your list is as clean as possible before sending your email out. Whilst you may not be able to verify every single person still exists, you can at least check the formatting is correct and all opt outs have been removed. This particularly applies to corporate environments when doing an e-blast to many people in the same organisation. More...


Getting eMails read:200

Direct marketing via e-mail & newsletter

e-Direct Marketing – getting emails read

For many organisations today direct mail (DM) has been replaced with e-direct mail (eDM). And the major driver for this change? Cost. It’s far cheaper to write something on screen and whizz it out to thousands of recipients at the touch of a button than to print letters and brochures, buy and stuff envelopes and pay for postage. However, does this mean that everyone should ditch the traditional approach and go for online communications? Well, it is certainly more cost effective, but there are other questions to consider and the main one is – ‘will my mail get through?’ More...


Push- & Pull-Marketing with Newsletters

Direct marketing via e-mail & newsletter

Creating and Using Newsletters to Improve your Website Sales

As part of a comprehensive marketing campaign, the e-newsletter is a great way to draw attention to your website and product at a relatively low cost. With both short term tactics (like a coupon or discount code), and long term strategies (like reprint permission with proper attribution), the e-newsletter does what an effective marketing tool should do: it builds trust with customers and it offers them immediate gratification should they decide to shop at your site. More...


Direct marketing via advertising letters by mail


Attracting More Customers Every Day

Direct marketing via advertising letters by mail

Coupon Marketing: Attracting More Customers Every Day

In this world of cut-throat sales, the concept of coupon marketing is very new in the field of direct marketing. Coupons are an easy and convenient way to reach the potential customers. You can actually target a zone from where maximum returns are possible. More...


Getting started with direct mail

Direct marketing via advertising letters by mail

Getting started with direct mail

It can be a daunting task writing direct mail – especially if you aren’t a ‘natural’ copywriter. How do you get started, what should you include, how long should it be and how do you grab someone’s attention? In this article some of the dos and don’ts of DM are discussed, together with some hints and suggestions to create DM pieces that get results. More...


Getting started with direct mail

Direct marketing via advertising letters by mail

Getting started with direct mail, let´s go deeper

Always, always include a call to action telling people what to do or expect. Make it specific, eg. call us now on this number, download this document (via hyperlink), I will call you on this day, etc. Make it as easy as possible for someone to get in touch with you. More...


Local Customers

Direct marketing via advertising letters by mail

How to find local customers cheaply and easily

Reaching 000’s of potential new clients can be cost-effective [Local Customers] and simple. Why not try door dropping a leaflet into mailboxes/letterboxes to get your message directly to the house or business owner. Say you have a restaurant, mobile car valeting or ironing service and you have a great offer to entice people with – simply design a communication, print it up and get it delivered. More...


Right Relationships and Direct Mail

Direct marketing via advertising letters by mail

Right Relationships and Direct Mail

You are sitting alone at a café, enjoying a fine coffee and taking time to linger over a newspaper. Suddenly a hand grips the paper and tears it off of your table. You didn’t invite this person to your table, but you see they have made themselves at home. Then, they start talking and they keep talking. You find yourself assaulted by the life story of a stranger >> More...


Direct marketing is a practice that’s been used by marketeers for years to gain direct access to the end consumer.

Direct marketing via advertising letters by mail

Top Tips for Writing and Sending: Options on sending your communication

Other things to consider are whether you want to include a freepost or reply paid envelope in your mailing if someone has to post something back. Removing the need for a stamp usually increases response rates as it’s one less thing the recipient has to think about. More...


Direct marketing is a practice that’s been used by marketeers for years to gain direct access to the end consumer.

Direct marketing via advertising letters by mail

Top Tips for Writing and Sending Direct Marketing

Direct marketing is a practice that’s been used by marketeers for years to gain direct access to the end consumer. Several tactics come under the banner of direct marketing including: Direct mail, e-direct mail, Broadcast faxing, Telemarketing, SMS messaging, Door-to-door document distribution or canvassing, Social and professional web networking, Direct response television. More...


Direct marketing is a practice that’s been used by marketeers for years to gain direct access to the end consumer.

Direct marketing via advertising letters by mail

Top Tips for Writing and Sending: Response mechanisms

Make sure your response mechanism is appropriate – ie. it’s not the best idea to send a letter to a list of senior citizens asking them to go to a website, download a demo that will email them a 20% of discount voucher to be redeemed in an online computer games shop! Some of the best response mechanisms for corporate mailings include market research information, survey results or relevant reports on industry or technological developments. More...


How does your company build their brand and get noticed by potential customer

Direct marketing via advertising letters by mail

Direct Mail Cuts Through

Direct Mail Cuts Through Direct Mail It is estimated that the average person is exposed to 200 to 3,000 or more advertising messages per day. It’s easy to understand how that is possible. Think back to how your day started this morning. More...


Telemarketing in & outs


Better Telephone Marekting

Telemarketing in & outs

Ten Reasons to Use Telephone Marketing

Telephone marketing is a flexible marketing tool that interacts directly with those who may be interested in your product or service. No other marketing technique can match telephone marketing for simplicity, directness, and grass roots sales. More...


Better Telephone Marekting

Telemarketing in & outs

Things to Avoid with Telephone Marketing

Your best chance of succeeding with a telephone marketing campaign comes with being honest, hiring or training professional callers who know how to handle any situation that might arise over the course of the call, and taking good care of the customers who purchase your product or service More...


Better Telephone Marekting

Telemarketing in & outs

Ten Reasons NOT to Use Telephone Marketing

Conducting effective telephone marketing requires professionalism, preparedness, and commitment to doing the work necessary to maximize your chances of success. If any of these aren’t present, your chances of success are much lower, and you may be better off concentrating your efforts elsewhere More...


Better Telephone Marekting

Telemarketing in & outs

What is Telephone Marketing? Basics

Sometime telephone marketers make common mistakes like not introducing themselves to the person they’re calling. People want at least a name they can associate with the call. Another mistake is a telemarketer pretending to be someone they are not. More...


Text & design, production of advertising media


Content – he right way of dealing with recurrent subjects

Text & design, production of advertising media

Content – The right way of dealing with recurrent subjects

Every year…certain subjects end up on the desks of editorial departments and journalists. Fortunately, new content does not need to be permanently created for online-segments! The search engines find the “classics” concerning a subject. The article introduces you to what you must pay attention to when creating thematic evergreens and how classic-articles are created. More...


Who Else Lost Money On The

Text & design, production of advertising media

Who Else Lost Money On The “Creative Advertising”? Pay for NO design

Go through all your material and make sure you wrote simply and easily so everyone could understand. Think of a 14 yr old child. If he could easily understand what you wrote, you did great. If he couldn’t, re-do it. Clever people do not use “clever” words. Simple words are understood both by clever people and by not-that-clever people. And you don’t want to miss your buyers, do you? More...


Who Else Lost Money On The

Text & design, production of advertising media

Who Else Lost Money On The “Creative Advertising”?

Do you still believe that there is no way of knowing the advertisement pulling-power before you spend your hard earned money running an ad in your local (rip-off) newspaper? More...


Online presence, PR, Twitter, Facebook


Successful Direct Marketing: Online Advertising

Online presence, PR, Twitter, Facebook

Successful Direct Marketing: Online Advertising

Direct marketing is a form of advertising, it means that businesses and entrepreneurs reach out to their potential customers directly. Text messages, emails, interactive websites, online marketing strategies and targeted TV commercials are tools of direct marketing. More...


Using Facebook and Twitter for Promoting your Site

Online presence, PR, Twitter, Facebook

Using Facebook and Twitter for Promoting your Site

If you think of websites like Facebook as something for teenagers and college students, it may be time to take another look. Businesses all over the globe are using Facebook to promote their products and services. Facebook is what is known as a social networking site. You can use it to communicate with people from everywhere. Another very popular social networking site is Twitter. More...


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