Advanced Direct is committed to building successful partnerships by providing unparalleled service and helping your direct mail campaigns deliver results.
In The News
pURL Essence
According to a study by the Direct Marketing Association, 71% of consumers still prefer to receive product offers in the mail. Unlike telemarketing, the consumer can peruse a mail piece at a time that is convenient to them and do not feel pressured to make a decision immediately (PIYAN - Plus if you act now!).
The same study shows that 52% of direct mail recipients prefer to respond online. On the surface this seems to support the substitution of email for direct mail. Looking closer we can see, it's important to get the mail piece in the hands of the consumer first.
In a Wall Street Journal article (Jan 12, 2010), Eric Anderson, professor of marketing at Northwestern University's Kellogg School of Management says, "Business owners are trying to figure out how to integrate web marketing with direct mail." We already know the more personal an offer is to the recipient, the more likely he or she will respond favorably. So how can you leverage this relationship between the direct mail offer and the web response?
One solution is the use of pURLs. pURLs (or personal URLs) are web addresses printed on the mail piece that are designed to direct the recipient to a website which facilitates a response. The unique characteristic of a pURL is that it contains some personal information that piques the interest of the recipient. The mail piece may say something like "Visit JohnSmithsJaguar.GSOJaguar.com to personalize your vehicle." The pURL draws the recipient to your website, the response can be tracked, and the process improves CRM.
If you think this solution could improve your response, please contact us for a consultation. Your Message is Our Mission.
Lucky 13: A Baker's Dozen of tips for writing winning direct mail copy
Dec 1, 2009 12:00 PM, Grant A. Johnson, creative director and founder of Johnson Direct LLC, Brookfield, WI
Direct mail is a copy-driven medium. Sure, lists and offers are paramount, but copy is the final part of the mailer's holy trinity. Yet too many unseasoned practitioners skip the copy and go for prettier designs or new formats, and that can be a costly mistake.
Here are 13 tips to remember when crafting your next prose to beat the control:
This February, it's Direct Mail Season for Small Businesses
New York, NY - February 9, 2010
When you think about February, it's easy to picture Valentines Day, Presidents Day, and snowy weather. Small business owners in the HVAC and lawn care industries, however, associate February with something completely different - purchasing mailing lists and promoting their business through direct mail.
Why direct mail? Targeted mailing lists help small businesses reach highly specific segments, helping them find new customers more easily. For instance, HVAC and lawn care companies can target local single-family dwellings based on home market value and household income, new homeowners and homeowners closest to their current customers.
Additionally, small businesses with a B2B focus can receive sales leads based on business type, employee size, and other selects.
3 Reasons Why Direct Marketing Should Be Better in 2010
February 17, 2010 by Ethan Boldt
According to the recent white paper Direct Marketing Trends for 2010 from The Ballantine Corp., a Wayne, N.J., firm that offers turnkey direct marketing creative and production services, this year could be better than expected for direct marketers that are willing to spread their wings.
Here are three areas in particular where improvement, in terms of efficiencies and best practices, is expected, according to the report.
More good news