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Latest News
February 25, 2013
Simple tricks to get more from your data (for less)Posted by Kris Gibson
In the world of Direct Marketing, data is king. Creative, lists, strategy all have important roles, but data is absolutely king. It’s all about the data. It’s your #1 asset and it’s what generates you money.
Within every database lies endless potential for disseminating, modifying, profiling, projecting, appending, … - the list goes on. But therein lies the problem too: data overload. Where do you start and how deep do you want to go to optimize your data for more profitable campaigns? This is an especially difficult question for smaller marketers with limited budgets. There are some simple steps you can take with your data that will help realize substantial cost savings.
Here’s a few easy data wins that WILL make a difference to the bottom line: Read on...
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December 5, 2012
Even Google does it!Posted by Kris Gibson
Over the last few weeks I've received two mailings from Google. You read that right, mailings from Google! Actual letter mail that was addressed to me from one of the world's most prolific online businesses. We all know Google is a huge heavy hitter when it comes to all things social, digital, and mobile, yet they still send me promotions in a manner that many today would look at as something emerging from the Stone Age.
And guess what I did? I received it, I recognized the sender, I opened it, I read it and I took action. I did exactly what they wanted me to do. The piece was simple, eye catching, and included a great offer.
Google is smart. They know what they're doing online, and they also know that Direct Mail remains an extremely effective way to target your customers and prospects and to GET NOTICED. We live in an amazing age where technology has opened up so many new fantastic ways to speak and interact with customers. The result is that our physical mail boxes have become far less cluttered today with personalized messages, so when a good one hits your hands, it stands out.
And that's exactly what you want your marketing to do. I know it, Google knows it, and you should too. Whether you're B to B, B to C, online, offline, retail, etc., take a cue from Google and be sure you're making Direct Mail an important part of your marketing mix.
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October 23, 2012
C'Mon Man!Posted by Kris Gibson
One of my favorite segments of Monday Night Football is a piece they call C’Mon Man where the commentators dissect plays from the previous days games that made them scratch their heads. Plays where professional football players often look like fledgling amateurs in front of a nationwide audience.
It’s a fun way to highlight particular moments that just make us all go “Really? Did that really just happen? From a professional? Really?”
With that, I’d like to offer up my favorite C’mon Man moment from the DMA Conference and Exhibition held last week in Las Vegas. This conference, showcasing the best and brightest companies and individuals in the North American Direct Marketing world, like football or anywhere else in life, can still serve up those “Really?” type moments as well.
As I sat at my desk two days after the show had closed I received not 1, not 2, but 3 mail pieces, delivered that day, promoting different companies booths at the DMA. Really nice, professionally designed pieces that caught my attention, but received 2 days after the show had closed. C’Mon Man!
Of course my company, JR Direct Response International, is a Canadian based company and that will slow down US originated mailings, but there are several, simple approaches these mailers could have taken. A few ideas to consider:
- Omitting Canadian companies prior to mailing to save some face if you know you’re timelines are tight (though you would have missed hundreds of attendees)
- Looking for some Canadian based suppliers to handle your mailings for you. Sure you may pay a bit more, but if you convert just 1 or 2 more leads isn’t it worth it? (and by more it would likely be just pennies per piece since you’d save on postage - all the pieces I received had International postage)
- Or, my favorite, just mail sooner.
I’m not one to be critical of my fellow DMers, and we all make mistakes, but as experts in this industry we need to work that much smarter to impress each other. After all, none of us wants to be the recipient of thousands of our peers thinking C’Mon Man.
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June 29, 2012
'Old School' Direct Marketing Succeeds in the Digital AgePosted by Dominic Lee
Have you ever noticed that you're getting less and less mail in your mail box…and more and more in your inbox! These days we are accustomed to being bombarded by emails and online ads. It's a daily routine of fighting through the digital clutter but fortunately it's easy to get rid of these mostly pesky emails…check box, delete, gone!
In the digital age, 'old school' direct mail has become much more relevant. There is now less competition in your mail box, meaning that more than ever, the opportunity has opened up to reach customers and households with direct mail. Customers are more likely to open up mail now because it's tangible and touchable, something obviously missing with email.
The fact is Direct Mail is much more effective than email. According to the Direct Marketing Association (DMA), direct mail outperforms email with a response rate of 4.4% compared to 0.12% for email.
Two great articles on the direct mail vs. email debate can be found here : Direct Marketing News and Mail Media Centre.
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May 22, 2012
We've Moved!Posted by Kris Gibson
JR Direct has moved offices. All our phone numbers and emails will stay the same, just our address changes to:
10159 Nordel Court
Delta BC V4G 1J8Our new offices give us close proximity to various suppliers and, most importantly, Tim Hortons. We look forward to continuing to provide all our clients with top tier Direct Mail services from our new offices!
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