November 23, 2009

So What is the Value of Direct Mail/Marketing

Filed under: Advertising,Brands,Direct Marketing,Email Tactics,Retail — trtoronto @ 6:49 pm

Apparently in Britain DM’s  think direct mail is ok . In an article in Marketing Wee  “Direct mail is regarded as a valuable business channel by the boards and senior management teams of organizations, according to marketers.

Marketing Week’s Direct Mail Attitudes research reveals that 56% of marketers believe that direct mail carries weight with the board and top executives at their organization. However, 30% of the respondents believe that direct marketing is not taken seriously at the executive levels of their businesses.”

Whats your thoughts on Direct Marketing?

Tony Russell


November 19, 2009

What Is Integrated Marketing ? What is Strategy and Tactics ?

Filed under: Advertising,Brands,Clever Tactics,Email Tactics,Social Media — trtoronto @ 11:07 pm

Its odd how old explanations in marketing get recycled over and over again.  Lets be clear once again that an integrated marketing approach is not a strategy, it’s the tactical delivery of a marketing strategy. I think that distinction is critical, because without the right strategy no amount of  talk about integrating multiple platforms and mediums makes much sense. In fact, in may instances integration is simply interpreted as doing more kinds of stuff. The problem with more stuff is that stuff without a central strategy can actually cause one stuff to combat and conflict with some other stuff.

Tony Russell

October 16, 2009

Filed under: Email Tactics,Uncategorized — trtoronto @ 3:25 pm

How to capture emails

We all know the   hassle of contacting retail companies and  B2B firms. Lots of them make an opening relationship top complicated.

I visited about 20  sites. 8 of them hide their email address and used forms of one sort of another. One firm refused to accept more than 500 characters in the “how can we help you” box and that was only the start. A bunch of them made submitting a question into an interrogation with questions like  what state I was in, etc. That’s a big no no.

Don’t be in a rush an Email contact is like a first date.   If you customer  it’s not going to go well at all if you are interrogated . The object of an first satge  email contact  is to earn permission to respond.

If you sell something, set up an address like “”. Put this on your home page, “contact us if you’re looking for more information or a price quote.” Sure, you’ll get a lot of spam, but deleting spam is a lot easier than finding customers. (Hint, ask your IT people to make it a mailto link, with a subject line built in. That way, you can use the subject line to find the good email).

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