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Why I Stopped Throwing Out Junk Mail
41–50 of 50 posts
Re: Why I Stopped Throwing Out Junk Mail
#42Working in Search marketing for a few years has taught me something similar about writing PPC ad-copy; if you want to see masters at work search for something like "Home Refinancing" and check out the ad-copy on the sponsored results. (These guys are paying $50+ per click. You can bet they know what they're doing; that is, they must if they're going to be doing it for any amount of time.)
Probably the most power of instant arbitrary financial transfer any member of the proletariat has is to search for asbestos or mesothelioma and click on every ad.
Did anyone do it in response to this post? You could reply with a new name if you don't want to admit it. I'm curious how many thousands of dollars were just arbitrarily shifted around.
Re: Why I Stopped Throwing Out Junk Mail
#43I took a direct marketing copywriting course six or seven years ago that suggested the same, and I've been pinching examples from my junk mail ever since.
In fact, it looks like the course is still running - and even taught by the same instructor I had (John Friesen). If you're in the Vancouver area, I'd recommend it: http://www.sfu.ca/wp/dmc.htm
The mail he valued most was the stuff he'd get repeatedly, year after year, month after month - since presumably it performed the best. If he only saw one example of something, he figured it was a test that didn't pull well.
Re: Why I Stopped Throwing Out Junk Mail
#44Earlier quoted context omitted.
You could say the same thing about online advertising though. Sure, some people waste money, but the bulk of people get value for the money they are spending or it would not continue to exist.
I don't know why people think businesses are immune from spending money on products and services they don't need or which are ineffective. They may well continue to make money regardless, or for some other reason than the money they spend on direct marketing (or on online advertising, for that matter). What we need are some serious studies published in peer reviewed journals that prove that direct marketing works, no…
Your argument is flawed. Why do we need these for direct mail any more than we need them for:
Display Advertising PPC Advertising TV Advertising Radio Advertising Trade Shows In-Mall Kiosks etc.
Also, how would you do the study anyway? Some people do this effectively and others do not. Certain types of advertising are better for reaching some customers and others are not. It seems you are assuming that in the general case direct mail does not work at all and people are using it just because they haven't measured their marketing ROI for that channel. With minimal research you could see that this is false.
Re: Why I Stopped Throwing Out Junk Mail
#45Earlier quoted context omitted.
He's referring to those super long letters that are sent out, & they do work. The trick is not just in the copy, but also in the list. A good marketer will choose 10 lists or so, each targeting a slightly different demographic. To these lists the marketer will A/B test and see what the conversion rates are. After finding the best conversion rate, the rest of the campaign will go to the list that performs the best. Af…
Everything you've just said are claims about the effectiveness of direct marketing. They are not proof that it works. It would be nice to see some studies in credible peer-reviewed journals about the efficacy of direct marketing at getting consumers to buy their products. Though, from the quantity of junk mail that I've received, I personally have no doubt as to the efficacy of direct marketers at getting businesses…
Dude, seriously?
It's perfectly fine to disagree, but to request a peer-reviewed journal about the efficacy of A/B testing? I don't know, maybe something like that exists, but my hunch is that the only things that get peer-reviewed are new ideas that are unproven and require the tough scrutiny of other smart people who are intimiately familiar with the subject matter.
Regarding A/B testing, go try it. Write down 10 different ways to ask out a girl. Go and ask out 10 girls with the first method, 10 with the next, and on down the line measuring the effectiveness of each approach.
You'll figure it out. :-)
Re: Why I Stopped Throwing Out Junk Mail
#46Earlier quoted context omitted.
Everything you've just said are claims about the effectiveness of direct marketing. They are not proof that it works. It would be nice to see some studies in credible peer-reviewed journals about the efficacy of direct marketing at getting consumers to buy their products. Though, from the quantity of junk mail that I've received, I personally have no doubt as to the efficacy of direct marketers at getting businesses…
Dude, seriously? It's perfectly fine to disagree, but to request a peer-reviewed journal about the efficacy of A/B testing? I don't know, maybe something like that exists, but my hunch is that the only things that get peer-reviewed are new ideas that are unproven and require the tough scrutiny of other smart people who are intimiately familiar with the subject matter. Regarding A/B testing, go try it. Write down 10 d…
And what will my anecdotal experience prove?
Anyway, I'm not questioning the effectiveness of "A/B testing". I'm questioning the effectiveness of direct marketing. Two very different things.
Re: Why I Stopped Throwing Out Junk Mail
#47Earlier quoted context omitted.
I don't know why people think businesses are immune from spending money on products and services they don't need or which are ineffective. They may well continue to make money regardless, or for some other reason than the money they spend on direct marketing (or on online advertising, for that matter). What we need are some serious studies published in peer reviewed journals that prove that direct marketing works, no…
Your argument is flawed. Why do we need these for direct mail any more than we need them for: Display Advertising PPC Advertising TV Advertising Radio Advertising Trade Shows In-Mall Kiosks etc. Also, how would you do the study anyway? Some people do this effectively and others do not. Certain types of advertising are better for reaching some customers and others are not. It seems you are assuming that in the general…
I am simply withholding judgment on the efficacy of direct marketing until I see some solid evidence. Same with the rest of the examples you mention.
So far all I've seen are claims (mostly by direct marketers themselves), not any kind of reliable proof.
As for how the studies would be done, I have no doubt that scientists (who are very clever at coming up with innovative research protocols) could figure something out.
But here is a modest proposal: track the spending habits of a reasonably large, randomized group of people (should be easy enough to do these days), along with the ads they receive. See how many of the products are bought by people who receive and read direct mail ads vs those that don't. That should be a good start.
Re: Why I Stopped Throwing Out Junk Mail
#48Beside junk mail and expensive PPC ads, magazine covers and headlines can be great sources of inspiration, depending on what demographic you're targeting.
Re: Why I Stopped Throwing Out Junk Mail
#49Working in Search marketing for a few years has taught me something similar about writing PPC ad-copy; if you want to see masters at work search for something like "Home Refinancing" and check out the ad-copy on the sponsored results. (These guys are paying $50+ per click. You can bet they know what they're doing; that is, they must if they're going to be doing it for any amount of time.)
These guys are paying $50+ per click.
Do you have a source for that assertion? I know of loans and mortgages making $100+ per score, but not per click.
Re: Why I Stopped Throwing Out Junk Mail
#50Working in Search marketing for a few years has taught me something similar about writing PPC ad-copy; if you want to see masters at work search for something like "Home Refinancing" and check out the ad-copy on the sponsored results. (These guys are paying $50+ per click. You can bet they know what they're doing; that is, they must if they're going to be doing it for any amount of time.)
These guys are paying $50+ per click. Do you have a source for that assertion? I know of loans and mortgages making $100+ per score , but not per click.