Twitter Shmitter…does it help my business?
A while ago “Second Life” was a big deal, and everyone was talking about the virtual world and how it would change everything. It didn’t. Now, we are all excited about Twitter. I’ve become addicted to it.
I have HootSuite, and Twitter my comments on a timely basis, and answer everyone…and maybe it is doing something for my agency…but I’m not sure yet. I spent a lot of time on it over the weekend, and then looked at my results.
It was amazing for me to see that the one tweet that got the highest response was one I wrote about direct mail, sending people to Michael McCormick’s blog, http://gutsofaburglar.com
The funny thing about that is …our agency still gets most of our new business from targeted direct mail programs. We weave a great story into a letter, include an offer and a time limit…and Voila! People call us.
Of course, I know that Facebook, Twitter, YouTube, Flickr will all eventually work for us too. It is just a matter of testing different strategies. The important thing is to build relationships and the best way to begin that is to work on a “knowledge level”,
understanding who your prospect is, and something about him/her. These social media sites help us that way, because when you read someone’s tweets …you get to know them better.
So, keep on Twittering, and Facebooking, and emailing…and always remember to continue to test the “tried and true” direct mail program. It will work even better now, because our mailboxes at home and at work…are really quite empty.
Meanwhile, visit me on twitter at http://www.twitter.com/loisgeller
May 5, 2009 No Comments
The Joy of Email Marketing
Direct mail has always been the work horse of direct marketers. Over the years, we have mailed all kinds of offers for our clients, from insurance to books, and coins, and stamps, and vitamins and health newsletters, spa visits, and even home cleaning products.
Now, clients are calling us for email marketing programs. I encourage them not to use email for acquisition, only for existing customers or opt-ins.
We’ve done many programs now, and one for a cookie and gift company out of Atlanta. The first few efforts were amazing, as I could see (virtually) how many people were clicking through, and the numbers that were ordering on the spot. And, we could see the spikes in our client’s phone room. We also measured the numbers who were opting out.
It was like a fast-paced, warped speed direct mail program.
Our lists were kept separately and we could instantly see which list was performing the best, an which lists needed more or richer offers.
So, now all of our clients are asking if they can replace direct mail with email efforts. You know the answer, in direct marketing, we always test, test, test. Some offers will always do best in direct mail, especially now when mailboxes are really pretty empty. And, after all, you can’t hold an email catalog in your hand, or read a long offer in email, or see a product in a glamour shot.
What are your thoughts? Let me know.
November 13, 2008 1 Comment
